Pac-a-macs back on the fashion map

by Taryn Davies | 8 August 2014

ASOS have a great selection of pac-a-macs

Women are embracing the must-buy pac-a-macs this August as the weather proves a washout for the beginning of the month.

For the first time in over a decade JD Williams reports a 70% rise in sales (2014 compared to 2013) of pac-a-macs.

As the erratic British summer continues with its unexpected schedule of sun, rain and hail, style savvy women on-the-go are opting to stay dry with the help of the old-school foldaway raincoat, as a more convenient alternative to the traditional brolly.

The Pac A Mac has suffered a lot of stick since first shooting to fame in the seventies, synonymous with geeks and train spotters. However with the current rise of the ‘normcore’ (women who embrace the notion of dressing with utter convention) this season’s return of the mac has seen it materialised as an acceptable necessity for the wise woman about town.

What has sparked Pac A Macs’ return to vogue?

Practicality – few can argue with its versatility over an umbrella. It packs into a bag no bigger than a cosmetic bag, and won’t soak your bag’s contents thanks to its handy waterproof case
Staycations – the number of staycations are rising. National leisure spend is up 25% this year at the hands of rising cost of living, and as such many people are opting to take a domestic break rather than venture oversees. With this comes the challenge of how best to protect oneself in the likely event of a summer shower
The celebrity factor – the likes of Rachel Bilson, Rihanna, Rita Ora and Ellie Goulding have all been seen flaunting a myriad of see-through, patterned and brightly coloured rain coats in the city, the catwalk and beyond

Linda Quinn, JD Williams’ Director of Ladieswear said: “Today’s women are savvier than ever, they want fashion that fits with their lifestyle and are not afraid to go against the grain. A few years ago we saw the arrival of the cool shopping bags on wheels, which saw an old-fashioned, but useful, item elevated to fashion must-have. Today’s new essential is the old school Pac A Mac, it’s classic, lighter and more efficient than an umbrella. The foldaway raincoat is being touted by those who want to stay dry, protect their clothes and hair, but don’t want to have to carry around bulky brollies, especially when they’re soaking wet.”

If you’re yet to be keeping stylishly dry we’ve picked out some rain coats to shop now.