Aldi unveils jacket potato jacket complete with silver foil poncho

Supermarket chain Aldi has teamed up with London fashion brand Agro Studio to create a puffer coat that resembles a giant baked potato.

The limited-edition Jacket Potato Jacket, described by the company as “comfort food chic”, features a mottled brown exterior and a fluffy white fleece lining.

Its sleeves end in extendable brown mittens and silver cuffs, creating the impression of a jacket potato wrapped in foil.

The jacket also comes with a silver rain cover reminiscent of tinfoil, allowing the wearer to feel “baked-in warmth”.

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.

“We know our customers love jacket potatoes, so launching this jacket made sense, especially now the temperatures are dropping,” said Julie Ashfield, chief commercial officer at Aldi UK.

“Enjoying a jacket potato in Aldi’s new Jacket Potato Jacket is sure to be a mash made in heaven,” she added.

The campaign was 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.

A limited run of the jacket is available through giveaways on Aldi’s social media channels.

Other recent food-inspired designs that have been featured on Dezeen include a handbag with a mayonnaise holder by Chopova Lowena and chairs informed by Jell-O moulds.

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