Aldi Turns the Baked Potato into a Puffer Jacket

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When fashion meets comfort food, things are bound to get deliciously weird.

To mark the start of “jacket potato season,” supermarket chain Aldi has unveiled a creation that’s both absurd and brilliant: the Jacket Potato Jacket, a giant puffer coat inspired by the humble baked potato.

Designed in collaboration with Agro Studio, the London-based creative house known for dressing Beyoncé and Lady Gaga, the limited-edition piece headlines Aldi’s Comfort Food Chic campaign.

The jacket’s brown outer shell mimics the golden skin of a baked potato, while its plush white fleece lining evokes the soft, steaming inside. Silver cuffs and built-in mittens resemble foil wrap, and to top it off, the piece comes with a shiny silver waterproof cape, a tongue-in-cheek nod to that “fresh out of the oven” look.

Launched just as temperatures drop, the campaign leans on a study showing that 85% of Britons hate the cold but love comforting autumn dishes. Aldi expects to sell more than 2 million ready-to-bake potatoes by November, pairing the warmth of a hot meal with the snug comfort of a winter coat.

Shot at London’s Barbican Center, the campaign embraces humor and pop-art aesthetics while tapping into the trend of food-inspired fashion and meme culture.

The jacket isn’t for sale, instead, fans can win one through Aldi’s social media giveaway by liking and tagging a friend on TikTok, Instagram, or Facebook.

With this delightfully absurd creation, Aldi once again proves its knack for turning everyday moments into cultural conversation. By transforming a simple potato into a fashion statement, the brand delivers a campaign that’s playful, clever, and irresistibly shareable, comfort food reimagined as comfort fashion.