Over 2,000 of River Island's super-flattering denim jackets have sold in the last 48 hours… and it's just been restocked(!)

Puff sleeves have been proving hugely popular for a good few months, and are you surprised? Endlessly flattering, elegant and bang-on-trend, they’re the ultimate statement for those who tend to shy away from anything too punchy.

Up until now, however, it’s stayed relatively within its own comfort zone. White blouses and floral dresses are the home of the puff, so what happened when River Island reinvented it in the form of a £50 denim jacket? Anyone who has kept their finger on the sartorial pulse over the last couple of months will know that the answer to that is an utter shopping frenzy.

Having sold out twice already, the high street giant has just restocked the cult jacket – and it seems the appetite has not yet been quenched with over 2,000 units having already been sold in just 48 hours. Anyone else feel a little panic buy coming on?

Fear not. Let’s take a minute and think it through. Unlike many ‘must-have’ buys that are the pinnacle of fast fashion, this isn’t one of those pieces you get swept up in the excitement of and struggle to find even one outfit your comfortable pairing it with. A denim jacket is timeless. It’s been on-trend since Rachel Green wore one to conquer her fear of swings on Friends circa 2000, and it’ll be on-trend in another twenty years. The puff sleeve just adds a feminine twist on the androgynous staple.

As with any cult piece, influencers cottoned onto the River Island jacket as soon as it first dropped a couple of months ago…

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But it’s by no means over… like we said, a denim jacket lasts forever.

You may have to act fast, though. If it’s anything like *that* spotty dress, it will sell out almost immediately at every re-stock.


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