Fashion, like an economic barometer, seems to be experiencing an “inflation” in size. Enter “Puffy fashion,” a trend that has captured the hearts of fashion enthusiasts worldwide.

Puffy fashion is making a splash on runways and becoming a hot topic in the fashion world this year. Embracing an inflated aesthetic that exudes playfulness, major brands like Prada, Loewe, Moschino, Bottega, and numerous others are showing us that nothing lifts the spirits quite like a buoyant bag or a pair of shoes that might just float away.

What is Puffy Fashion?

“Puffy” in fashion typically refers to clothing or accessories designed with soft, puffy materials, such as puffer jackets, balloon sleeves, or voluminous dresses. This style has manifested in various forms throughout history, from the oversized sleeves of the Renaissance to the shoulder pads of the 1980s.

The term “Puffy fashion” gained momentum in 1999 when designer Michiko Koshino introduced a Fall/Winter collection featuring oversized “puffy” ensembles. Fast forward four years, and designer Fredrik Tjærandsen caused a sensation with inflatable dresses. However, at that time, these “puffy” outfits were created more as art pieces than practical garments for everyday wear.

Source: The Cut

Now, as the Puffy trend has infiltrated fashion runways, social media feeds, and streetwear stores, strolling down the street in these voluminous outfits is no longer an uncommon sight. Brands are unveiling bubble dresses, sleek puffer jackets, pumped-up sneakers, and inflatable handbags.

Source: Prada

At New York Fashion Week, MSCHF stirred social media with the Big Red Boots, reminiscent of the adventurous monkey companion Boots from the Dora the Explorer animated series. From Barbie high-heeled shoes by Balenciaga and Loewe to the seasonal collections by Moschino and the recent releases from Prada and Miu Miu, Puffy fashion is creating a whimsical movement in the fashion realm.

This trend not only adds an element of fun and lightness to fashion but also challenges traditional notions of garment structure and form. The fashion landscape is expanding to accommodate these playful and unconventional designs, proving that sometimes, a little inflation in style can elevate the entire industry.

Why is the Fashion World Embracing “Puffy Fashion”?

We find ourselves in a tumultuous era marked by a pandemic, financial crises, political unrest, and more. In the midst of this chaos, Puffy fashion emerges as a means of escapism. With its soft, voluminous designs, these garments bring a comforting energy, making us feel warm and shielded from life’s troubles.

Fashion psychologist Sarah Seung-McFarland shared with Marie Claire that the rise of Puffy fashion is a “classic reaction to upheaval.” Similar to a child wrapping themselves in a blanket after a nightmare, we seek comfort through clothing, invoking memories of a time when things were carefree and serene.

Sam Smith with a Puffy-style outfit | Source: Getty Images

Furthermore, the fashion industry has always been a playground for bold and experimental ideas. The popularity of Puffy fashion stems from the uniqueness and versatility of these garments. A puffer jacket becomes a perfect choice for freezing winter months, while a voluminous dress can be worn to elegant events. With soft materials, Puffy outfits allow for comfortable layering without sacrificing style.

Another reason for the popularity of Puffy fashion is the comfort it provides regarding body shape. For some, the ample silhouette of Puffy clothing can help conceal areas of the body they may feel self-conscious about. Puffy fashion also captivates the visual senses. The shapes and textures add depth and size to the garments, making them visually interesting and dynamic, regardless of body shape.

Moreover, the exaggerated volume always draws attention and occasionally signifies differentiation. For some, wearing Puffy clothing is a way to stand out in a crowd or challenge societal norms. This is evident in choices like many brides opting for the attention-grabbing MSCHF Big Red Boots, showcasing that embracing the “Puffy” trend can be a statement of individuality in a world that often demands conformity.

Puffy Fashion Trends to Keep an Eye On

Prada Soft Nappa Bag. The bags come in many color versions made from nappa leather with a puffy padded structure, and the classic “armpit clip” design. | Source: Prada

Coach Pillow Tabby Shoulder Bag. The bag is shaped like a soft pillow, modeled after Coach’s classic 1970s bag design. | Source: Coach

Coach Pillow Tabby Shoulder Bag. The bag is shaped like a soft pillow, modeled after Coach’s classic 1970s bag design. | Source: Coach

Prada Soft Padded Nappa Leather Loafers. These loafers feature a modern monolithic maxi sole design combined with an upper made of soft nappa leather, creating a sophisticated look. | Source: Prada

Prada Soft Padded Nappa Leather Loafers. These loafers feature a modern monolithic maxi sole design combined with an upper made of soft nappa leather, creating a sophisticated look. | Source: Prada

LOEWE Puffer Bomber Jacket in Nappa. In addition to the puffy sleeves, this jacket also has additional padding in the front, creating a completely different shape from regular bombers. | Source: IG Kendall Jenner.

Balenciaga WOMEN’S XL PUMP 110MM. With a bulging high heel design and two color choices of black and pink, the high heels bring a strong and sturdy feeling, but also soft and floating. | Source: Balenciaga

Cuteness Factor and the Influence of Puffy Fashion on the Industry

Not only limited to Puffy fashion, the fashion community is also fond of cute items across various fashion styles.

Collections that combine major fashion houses with animated characters or anime seem to be timeless. Animated characters are increasingly taking center stage in various fashion shows, from the Gucci x Doraemon collection to Loewe’s collaborations with Studio Ghibli, featuring Spirited Away in 2022 and My Neighbor Totoro in 2021. Additionally, the Y2K wave, characterized by vibrant colors and accompanying accessories, aligns with the cute aesthetics trend.

Source: Loewe

Post-pandemic, there is a growing interest in both physical and mental well-being. People are shifting away from adhering to “girl boss” models or sophisticated royal styles. Instead, there is a desire to embrace the inner child with butterfly shapes, heart accessories, and more. Seeking cuteness brings individuals back to the innocence and positivity of childhood.

This approach is not unfamiliar in the broader context of art. The golden age of American animation, stemming from the Great Depression in the 1930s, gave rise to cultural icons like Mickey Mouse and Snow White. Similarly, the prevalence of cuteness in today’s fashion industry can be seen as a way for people to cope with crises. People turn to seemingly harmless elements as a temporary distraction from life’s challenges.