You know those things that save you during the mid-seasons and look good on everyone? Well, from the catwalks to album covers, from art galleries to advertising campaigns, the season of down jackets has (re)opened. And we’re not just talking about a simple padded garment, but an absolute star of contemporary fashion that today says more than we would like to say
by Domenico Casoria
For the autumn-winter 2025 season, Moncler, the brand specialising in down jackets and sportswear, has enlisted two icons of world cinema to star in its advertising campaign: Robert De Niro and Al Pacino. The black-and-white campaign, entitled “Warmer Together”, focuses on the connection between people and the essential importance of empathy and closeness. Set in a rarefied New York, the campaign also celebrates the value of friendship. In the shots, De Niro wears the Maya 70 jacket, a short down jacket that symbolises the brand’s heritage.
The message, regardless of the photos, is clear: a garment designed to adapt to extreme weather conditions can become a vehicle for emotions and memories. Or a tribute to the warmth that unites us, inside and outside the world of fashion. However, this is not the only case that highlights the down jacket, which is practically everywhere.
It’s down jacket season
For her return to the music scene after seven years, British singer Lily Allen even decided to wear one on the cover of her album West End Girl, designed by painter Nieves González. González, who primarily shares her photos on social media, portrays a down jacket inspired by classical portraiture. In her work, the contrast between the technical garment and Renaissance aesthetics is evident, creating a visual tension through which she recounts the present with irony and depth. Uniqlo has brought the down jacket back onto the scene.
According to The Guardian, the down jacket is now one of the Japanese brand’s bestsellers, available in a hybrid model made with recycled feathers. It should also be noted, however, that some brands have decided to set it aside. This is the case with Supreme, which has always played with the down jacket and has now put it somewhat in the corner. Yet there are others ready to fill the gap. Bosideng, the Chinese outerwear giant with over 40 years of experience in the down jacket sector, made its debut at Paris Fashion Week this year with an unofficial show held at the Palais Brongniart. The brand, which wants to consolidate its international presence, presented Master Puff, a collection consisting of 50 unisex looks divided into three acts, all centred on the down jacket as the absolute protagonist.
The oversized silhouettes, designed for an urban audience, explored new constructions and volumes, abandoning the outdoor aesthetic to embrace a more fashionable and experimental language. Bosideng has recently appointed Kim Jones as a consultant. The former creative director of Fendi Donna and Dior Homme has always been an advocate of the fusion between high fashion and streetwear. Who knows, perhaps he will transform the down jacket into his following field of investigation. It is no longer just a functional garment but has become a message, a creative canvas, a symbol of connection. And perhaps this year he will write new rules.
Photos: Moncler and Nieves González
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