The Vibe :
⊹ KATSEYE’s Yoonchae fronts Aritzia’s new Super Puff campaign.
⊹ “Get Caught in the Moment. Not The Weather” puts unpredictable forecasts on notice.
⊹ Yoonchae styles the puffer around different plans, places and moods.
⊹ The Super Puff family now spans multiple silhouettes, fabrics and finishes.
Yoonchae has officially entered puffer season. The KATSEYE member fronts Aritzia’s new Super Puff campaign, “Get Caught in the Moment. Not The Weather,” taking one of the brand’s best-known jackets through a day of changing plans and unpredictable forecasts. Rather than treating the puffer like something reserved for freezing commutes, the campaign puts it into everyday rotation, with Yoonchae styling the jacket around whatever the day throws at her.
It also gives the 18-year-old room to make such a recognizable piece feel more personal. Yoonchae says she loved styling the Super Puff in a way that felt like her, an idea that makes sense for a performer whose off-duty fashion is becoming part of her appeal. She has already appeared with her bandmates across major fashion and beauty projects, including KATSEYE’s LANEIGE campaign, and this solo moment puts her style squarely in front.
The jacket itself has grown far beyond one familiar puffer shape. Aritzia currently offers Super Puff variations across cropped, long, glossy, matte and performance-minded finishes, with select versions using water-repellent fabrics and premium down insulation. Yoonchae’s campaign leans into that range rather than presenting one fixed uniform. The takeaway is simple: bad weather can change the plan, but apparently it does not get final say over the outfit.
Brand DNA
Founded in Vancouver in 1984 by Brian Hill, Aritzia built its following around elevated everyday fashion and a portfolio of in-house labels. Polished tailoring, sleek basics, cozy knits, and trend-aware essentials define its modern wardrobe.
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