Aritzia turns its cult puffer jacket into a giant New York installation

Canadian fashion retailer Aritzia has turned one of its best-known products, the Super Puff winter jacket, into a street-scale installation on New York’s Lower East Side.

The XL jacket has taken over 159 Ludlow Street to promote a technical upgrade to the brand’s signature down coat.

Open through October 1, the experiential marketing stunt celebrates the Super Puff’s new 800+ fill-power down, which Aritzia says provides more warmth with less weight.

For those outside North America, Aritzia is a Canadian womenswear retailer with a growing US presence, while the Super Puff has become one of its breakout products: a colourful, heavily insulated puffer jacket that has built a strong following online and among younger shoppers.

A technical product improvement can be hard to dramatise, so Aritzia has made the jacket itself enormous. The result turns a specification normally buried on a product page into something designed to stop pedestrians and travel across social feeds.

Fashion brands have been playing with scale across New York recently. Savage X Fenty used giant lingerie shadows over Manhattan, while Vans previously sent 10ft Vans sneakers through NYC.

Aritzia also appeared in the adaptive Double Take show during New York Fashion Week, which centred clothing designed for people with spinal muscular atrophy.

The Super Giant Puff gives Aritzia a straightforward way to introduce both the brand and its hero product to a wider audience: make the coat impossible to miss.

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