This Is The Most Popular Puffer Coat On The Internet, So Buy It While You Still Can

A lot of the country has woken up to grey skies and endless rain, so it seems like the perfect time to discuss what is shaping up to be the best-selling coat of the season. You may know Damson Madder for its smash-hit gilets, the leopard print jeans which went viral or the dress everybody wanted during the summer but for autumn/winter, its coats are some of the most popular on the internet. More specifically, there's one puffer jacket that has attracted a waiting list of over 2,000 people and keeps selling out.

Last autumn, Damson Madder launched its Jennifer jacket, a puffer with removable sleeves, so it can also be worn as a gilet. It was an instant success, selling out almost immediately and attracting a huge waiting list. This year, the brand has brought it back, along with two new versions, the most popular being the Jennifer with the Bow Stitch pattern.

It's cropped up on my Instagram feed several times over the last week and the brand says that, when it first arrived on site in August, it sold out in two weeks. Now, it's back, due to high demand.

It's not the only versatile puffer/gilet hybrid on offer, though. There's also this navy gingham style, already selling very quickly and a hit with influencers, too. In fact, Damson Madder says that outerwear is currently its best-selling category – and it's easy to see why. Aside from the puffers, there's a glorious quilted coat, decorated with bows; there's a bow-adorned Borg jacket (also an influencer favourite); there's a stylish take on the classic trench and there's a reversible bomber jacket.

It's been a stellar few weeks for Damson Madder in general. During New York Fashion Week, the brand opened a pop-up store, attracting a crowd of cool girls including Jemima Kirke and Ella Emhoff. Considering how tricky the retail market has been in the past few years, particularly for smaller, independently-owned businesses, it's so refreshing to see a homegrown label enjoying such success. Long may it continue.

Shop: Damson Madder's Best-Selling Coats 2024

Hannah Banks-Walker is Grazia's head of fashion commerce. She has previously written for the likes of Harper's Bazaar, The Financial Times, Glamour, Stylist, The Telegraph, Red, i-D and The Pool on everything from fashion to curly hair (hi!) to the patriarchy. Not necessarily in that order. Find her on Instagram and Twitter. But please don't look for her MySpace profile, which until now was the last time she wrote about herself in the third person.