Jodie 2.0: Puffa AW14

The label reprises a classic.

This season Penny Rogers’ label scores perhaps the ultimate TBT coup, with the rerelease of a jacket that launched Jodie Kidd some 20 years ago.

The result of Rogers’ travels to America in the early ‘70s, Puffa – which began initially with Eiderdown quilt coats – today is reclaiming its hero piece from rich Italians, break taking film stars and Bianca Jackson, offering its two cents to the still dominant ‘90s trend with a space age (read: metallic) interpretation of your favourite item of clothing circa that time the Spice Girls actually ruled.

Reimagined both with a fluffy hood and in a ski appropriate lightweight version, it’s the original ‘Jodie’ – bright silver and bulging – that makes the loudest statement reckons Clash, a decision adopted too by the high street’s ultimate honey, Topshop, which has bagged the exclusive on the latter; a black version exists too, for those who prefer not to shout about it.

Of the 14 pieces that constitute Puffa’s latest womenswear collection, it is the Jodie that feels most apt today. Ready to fuel a rude girl streak in the meekest of fans, it somehow grants a sense of modernity despite strongly referencing the past, a stunt girl power’s predecessor’s would no doubt be proud of.

Words and fashion: Zoe Whitfield
Photographer: James Robjant
Make-up: Ksenia Galina using MAC Cosmetics
Hair: Shiori Takahashi using Bumble and Bumble
Model: Ellie Salmon @ Select

www.puffa.com

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