You know fashion has officially lost the plot when a grocery store teams up with Beyoncé’s designer to create a jacket that looks like a baked potato. And honestly? I’m here for it. Supermarket chain Aldi has teamed up with London fashion brand Agro Studio to create a puffer coat that resembles a giant baked potato. Yes, you read that correctly. The same Aldi where you sprint through the checkout line trying to bag your groceries faster than the cashier can scan them. The same Agro Studio that has crafted custom looks for global icons like Beyoncé and Lady Gaga. Together, they’ve birthed what might be the most delightfully absurd piece of wearable art this autumn.
The limited-edition Jacket Potato Jacket features a mottled brown exterior and a fluffy white fleece lining, and comes with a silver rain cover reminiscent of tinfoil. Because if you’re going to dress like a carbohydrate, you might as well commit fully to the bit with a foil poncho. The attention to detail is actually impressive. The outer shell mimics that perfect crispy potato skin texture, while the interior replicates the fluffy, buttery inside we all crave on a cold day.
Designer: Agro Studio for Aldi
The timing of this launch is no accident. Over a third (40%) of the surveyed British people say that October marks the start of jacket potato season, with 61% declaring autumn their favourite season, even though 85% find the worst thing about the season is being cold. So Aldi looked at these statistics and thought, why not solve both problems at once? Give people their beloved comfort food and keep them warm. It’s ridiculous enough to be genius.
What makes this campaign truly brilliant is how unapologetically playful it is. Aldi’s Chief Commercial Officer Julie Ashfield leaned into the pun game hard, declaring that “Enjoying a jacket potato in Aldi’s new Jacket Potato Jacket is sure to be a mash made in heaven.” This is the kind of dad joke energy that somehow works in 2025. There’s no pretense of high fashion seriousness here. It’s just pure, carb-fueled joy wrapped in potato-skin fabric.
The campaign was even shot at London’s Barbican centre, joining a list of pop culture shoots at the estate, including a music video for UK singer Harry Styles and a feature in the James Bond franchise. Nothing says “we’re taking this seriously by not taking it seriously” quite like shooting a potato jacket campaign at the same iconic location where 007 once saved the world.
And here’s where it gets interesting. You can’t actually buy this jacket. The jacket is not available for purchase but will be given away through Aldi’s social media channels, with shoppers asked to follow, like and tag friends on TikTok, Instagram and Facebook for a chance to win. This scarcity transforms what could have been a silly promotional item into a genuinely covetable piece of pop culture memorabilia. People are out here tagging their friends, desperate to win a jacket that makes them look like sentient produce.
The whole thing speaks to a larger shift we’re seeing in design and marketing. The lines between cuisine, design, and high fashion continue to blur, and no one is leaning into this movement quite like supermarket Aldi. Known globally for its efficiency and value, the German giant has unexpectedly entered the conversation around functional design with the launch of its limited-edition apparel: the Jacket Potato Jacket.
There’s something beautifully unhinged about this cultural moment. We’re living in an era where a budget grocery chain can collaborate with celebrity designers to create fashion inspired by a £2.35 ready-baked potato. Where comfort food meets comfort wear in the most literal way possible. Where “spud-tacular style” is an actual phrase being used in press releases.
The collaboration with Agro Studio was launched to mark the start of what Aldi calls “jacket potato season”, as the supermarket prepares to sell more than two million ready-baked spuds between October and November. That’s a lot of potatoes. And now, thanks to this jacket, at least a few lucky people will be able to look like one while eating one. Fashion has come full circle, and honestly, I’ve never been hungrier for what it serves up next.
The post This Spud-dy Jacket Is the Hottest and Funniest Trend first appeared on Yanko Design.
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