I think we can all comfortably concede to the fact that Instagram is that one app that conjures feelings of some form of FOMO - whether it be travel, relationship, or fashion FOMO, even if for that duration of double-tapping on an image.
Sometimes, however, the need to be part of an Instagram trend outlives the 2-second double tap and results in certain trendy items like the Barry Cardigan by French clothing brand Sézane being in such high demand that it now has a 10 000-person waiting list. Yep, wool-blend cardies and sweaters just became the 'it' item for all seasons again.
Remember when Rihanna once said "Instagram is where trends go to die"?
Well, as much we love to welcome everything the Barbadian multi-threat superstar says as gospel truth, it seems that just this one time she may have been wrong. Because there's just no avoiding French-girl chic prowess, soft cardigans are having a moment.
The Barry Cardigan first gained its Instagram clout in September 2017, flying off shelves faster than you can say 'Oui', and by February this year, Sézane had 50 000 shoppers on their waiting list for this reversible soft knitwear, which is available in over eight colours.
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On vous retrouve à 10h pour vous dévoiler notre nouvelle Capsule et notre grand appel au tri et l’échange ?? - Ce matin, le Studio vous propose d'offrir une seconde vie à vos anciennes mailles, blouses & chemises, qui serviront de base pour une ligne qui sortira en 2019, ainsi qu'à des associations de recyclage et upcyclage. Pour vous remercier un bon de 10€ (valable immédiatement avec le code MAGIE au passage de la commande) vous sera proposé par haut commandé. - Les infos pratiques : - 1 - Jusqu'au mardi 13 novembre minuit, un bon de 10€ par blouse/chemise/maille en entrant le code MAGIE lors de la validation de votre commande 2 - Pour chaque nouveau haut que vous gardez, vous nous renvoyez/déposez l’un de vos anciens hauts (Sézane ou non) 3 - En 2019, la magie opèrera, grâce à vos anciennes pièces une nouvelle ligne de hauts Seconde Vie verra le jour. -??????? Et félicitations aux heureuses élues qui gagnent 1 an de mailles @alexinegnst @pauline_takecareofyourself @louise_and_family - 1 year of knitwear? Here are the lucky winners : @alexinegnst @pauline_takecareofyourself @louise_and_family #sezane #lamagiesezane
This highly coveted cardigan will set its buyers back $120 (approximately R1700); not too bad for an investment piece that may still be in your wardrobe five years from now. Plus, because it's neither too light nor too cosy, you can wear it throughout the year.
To keep up with overwhelming demand reminiscent of the Meghan Markle effect, the clothing brand has set up a nifty email alert system, which notifies you when your size and preferred style have been restocked. According to Who What Wear, this typically takes about two months, making ownership of the Barry Cardigan a game for the incredibly determined and patient.
However, seeing as we're flirting with summer this side of the equator, perhaps it might be worth getting your name on that waiting list now just in time for Autumn '19. Well, hypothetically speaking that is, as they don't ship to South Africa... yet. Fret not, though, Barry has some cousins you can shop locally and sling over your shoulders on crisp summer evenings.
Here are our top picks:
Knitted wool-blend jumper
Maxhosa by Laduma cardigan
And of course, South Africa's very own quintessential, aspirational knitwear buy. Available for purchase online.
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