When Burberry sent monogrammed capes down its AW14 catwalk, we knew it was only a matter of time before the fash pack were all kitted out in their own. And, lo and behold, our favourite stylistas, including Rosie Huntington-Whiteley, Olivia Palermo and Alexa Chung, have been wrapped up in their cosy personalised capes for months.
But if you want to get in on the monogram trend without remortgaging, we suggest you head to Matalan. Yep, that's right, the budget high street retailer is offering a range of alphabetised scarves, in a mix of vibrant colours, that will only set you back a mere £10 (or a fiver for a children's one), so now you can stay warm and on trend for the price of a Pizza Express main.
And they're already proving a hit with a varied host of celebrities from Sarah Jessica Parker and Lea Michele to Jessie J and Abbey Clancy.
Not only is the scarf a total bargain, but it's all for charity, too (which goes some way in explaining why the A-list has suddenly all started shopping in Matalan). The high street store has pledged that 100% of profits from the sales of the Alphabet range will go straight to Alder Hey Children's Hospital. If there's something we can get on board with, it's a charity fashion campaign.
'Family is at the heart of everything we do at Matalan so a partnership with Alder Hey Children's Hospital was a perfect fit for us,' said Matalan's Managing Director Jason Hargreaves.
So that's the fam's stocking fillers sorted, then… and a treat for us, too.
By Olivia Marks