• After FW25 intake grew 85% YoY, funnel necklines have hit peak adoption with SS26 arrivals outpacing FW25. While still present within FW26 runway collections, shawl collars are emerging as a new alternative for shoppers seeking out fresher necklines.
• The funnel neck pioneer, Phoebe Philo, has backed the shift to shawl collars with the launch of her leather Moon bomber jacket in 2026. Burberry, Magda Butrym, and Christian Dior also backed the shape on the FW26 runway.
• Shawl collars are currently in their infancy in the mass market, highlighting an early adoption opportunity for retailers next season before it likely hits the majority trend stage in 2027. COS has jumped on the trend, landing nine apparel options for SS26.
• Take inspiration from the funnel neck’s early success with leather/suede outerwear options. Mango and Zara have already seen their shawl neck leather jacket options sell out this season, while ASOS also invested in April.

Luxury Leaders

• The funnel neck pioneer, Phoebe Philo, has backed the shift to shawl collars with the launch of her leather Moon bomber jacket in 2026 – the style has sold through the bulk of sizes on its website.
• The Fall 2026 runway also confirmed shawl as a rising neckline for outerwear. Burberry opted for a cropped, trench-inspired design, while dropped shouldered and leather/suede options stood out at CO and Magda Butrym. Belted waistlines were seen at the latter as well at Christian Dior.

Early Mass Market Adopters

• While the trend is still in its infancy in the mass market, COS is ahead of the game, launching nine shawl apparel options in SS26. This includes a suede bomber, tailored vests and jackets, and a shawl-collared jumpsuit.
• Tapping into the funnel neck’s prior success, leather jackets are emerging as a popular way for retailers to introduce the new neckline. Mango’s premium “wrap-around” design (£349) sold out within two weeks of launch, while Zara’s belted style (£79.99) sold out in two days.