Zeitgeist : Is this a new or repeating trend?
The puffer coat is a repeating trend. Down coats come in and out of fashion, however due to its rigidity and warmth during extreme weather, it will never disappear, especially in cold places. Cultural factors have changed the purpose of puffer coats, but they continue to make appearances throughout history. The puffer coat went from a coat designed for practical warmth and survival style, to a cultural statement during WWII, to a modern-day fashion statement for celebrities and designers.
How is it a repeating trend? It started in 1936 the puffer coat (1-2 sent) , war 1942 (1-2 senc) , _______(50’s,60s’ 70s 80s 90s) , ________, Now it’s celebrity fashion( 1-2 sent).
This trend will continue to grow and repeat, especially if companies keep environmental awareness and animal cruelty in mind. Down coats are made with real goose feathers to keep individuals warm, yet it is also very important companies are responsible while using animals’ real feathers. Environmental awareness and animal cruelty is becoming more important to consumers and companies. For example, Eddie Baur created Responsible Down Standard (RDS) meaning no harm is done to the birds, and they do not live-pluck or force-feed the birds. Eddie Bauer products do not harm animals and many customers will appreciate that, especially organizations like PETA. PETA is committed to establishing and defending the right of all animals (Newkirk, 2020). PETA believes that animals are not ours to experiment on, eat , wear , use for entertainment , or abuse in any other way. It is important for companies to use RDS while making puffer coats. The puffer coat is a trend that is repeated in today’s society. In the future, many companies will continue to follow RDS practices, while continuing to redesign and reimagine the puffer coat.
Ruffini, R. (2018). Down quality. Retrieved July 20, 2020, from https://www.monclergroup.com/en/sustainability/product/the-down
Newkirk, I. (2020, July 16). People for the Ethical Treatment of Animals (PETA). Retrieved July 20, 2020, from https://www.peta.org/
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Cultural factors have affected the purpose and style of puffer coats; they were originally designed for practical warmth and survival, then they became a cultural trend during WWII, and later puffer coats became a fashion statement for celebrities and designers. At first, the puffer coat was used just for practical use for winter comfort and survival. Eddie Bauer designed the first puffer coat after a winter hiking trip in 1936. On this winter trip, Eddie Bauer fell behind and fell asleep without a proper winter coat on and almost froze (Mccarthy, 2017). Eddie Bauer was then motivated to create a coat for survival in extremely cold weather. Now, today’s puffer coats are used for warmth and a dash of fashion. Companies such as Fendi are adding a luxury touch to puffer coats. Fendi’s puffer coat is a luxury coat and it costs 2,690 dollars. Fendi’s shell jacket is reversible, so you can wear logomania with a full monogram. Fendi reversible, printed, quilted shell down puffer can also be worn on the more pared-back black side. It’s completed with a chunky ‘FF’ zip and filled with plush down.
Then in 1942, Eddie Bauer designed bomber puffers for the U.S Airforce in 1942 (WWII). This style became a war trend .“The first down-insulated flight jacket of the U.S. The Air Force was created by Eddie Bauer called the B-9. The jacket along with the accompanying pants could keep aviators warm for up to 3 hours at -70 degrees F, and allow them to float with 25 pounds of gear for up to 24 hours” (Mccarthy, 2017). Bauer jackets were so great that when aviators returned home in 1945, they wrote letters asking where they could purchase more gear. The servicemen in the United States Airforce became the company’s core customer base when it launched the catalog that same year. The puffer coat really gained a lot of popularity after this time in history.
Now, celebrities are promoting the puffer coat trend, including both music artists, actors/actresses, and political families. Celebrities like Kanye West, Rihanna and Drake have all been photographed wearing puffer coats. Rihanna is a American pop and r&b artist she has 85 million followers on instagram and 97 million followers on twitter. Rihanna influences many young teenagers and adults in the United States of America . Millions of people who are the ethnicity of mostly african american and many other ethnicities as well young teeenagers and adults . Emma Roberts is an American actress she has 13 million followers on instagram and 3 million followers on twitter. She is influential to many young teenagers in America. Millions of young people follow her daily and her attire can influence what many young women choose to wear. Most of the people influenced by ethnicity are mostly caucasian and many other ethnicities as well . These celebrities have the power to influence their followers to purchase winter puffer coats . The puffer coat is more of a trend amongst younger people because it is a more comfortable laid back style compared to a formal style. For example, in an image capture of Donald and Melania trump’s family in 2019 barron trump wore a red puffer coat while Donald and Melania trump wore a long wool coat that shows the difference between age and style .
Kanye West wore a shiny red Moncler puffer jacket during a performance in 2008 and more recently wore a bandana printed luxury puffer coat in 2020. Rihanna wore a plush and extra-large puffer jacket by Ella Boucht in 2017 (Spagnolo, 2017). in a black Moncler short puffer coat in 2011. These examples of designer puffer coats being worn by celebrities shows that the puffer coat trend repeats, however designers are always adding a new signature look, color, print, or embellishments. From 1936 when the first puffer coat was made by Bauer the details were plain solid colors quilted puffer jackets . Next in the year 1942, Bauer designed bomber puffers for the U.S Airforce in 1942 (WWII). Bauer designed both jackets for warmth and durability . In 1990 the North Face puffer jacket was very popular and many wore the packable quilted down jacket made of durable shell with double layer taffeta at the shoulders great for people who go hiking and use a knapsack . The North face jacket made for warmth and style also comes in cargo color and many more colorful colors . Now celebrities wear a luxury puffer coat moncler for style matte color or shiny and the moncler symbol shows the value of the coat .
In the future, the Fall 2020 trend for puffer coats will return with the shiny gloss look that has been seen in luxury brands like Moncler. It will likely be in a blue futuristic color, because many people believe our future will be more technology based. This year in 2020, it is all about new technology and the 5g network. Many things will be made through the use of technology and synthetic fibers rather than natural materials. Additionally, the current pandemic will likely affect how people dress in the Fall 2020 season. People may want to feel more protected and want their coats to cover their bodies more fully. The puffer will be extra-long and may extend to knee length. Due to the pandemic in 2020, many people will dress modestly and cover up. Puffers will also include gloves that can be detachable to provide more protection from not only the cold, but also from germs.
