Lightweight, Layered: Samsung C&T’s FW26 Puffer Approach

Samsung C&T Fashion Group is expanding lightweight puffers as versatile “multi-season outerwear,” drawing on Samsung Fashion Research Institute analysis and SSF Shop customer data
SSF Shop customers purchasing lightweight puffers rose 101% year over year, while customers adding them to carts surged 384%, as 8seconds, BEANPOLE, BEANPOLE KIDS and kuho plus broaden their seasonal outerwear lineups

A four-image editorial collage shows women and children wearing lightweight puffer looks in soft neutral tones — Samsung C&T Fashion Group’s lightweight puffer styling through tonal layering and modern outerwear designed to move across seasons.

Lightweight puffers are moving beyond the shoulder season.

Samsung C&T Fashion Group is expanding lightweight puffer lineups across its key in-house brands, positioning the category as multi-season outerwear that can transition from standalone use in mild weather to layered styling in the depths of winter.

The strategy reflects changing weather patterns and increasingly varied customer preferences, combining market analysis from Samsung Fashion Research Institute with customer behavior data from SSF Shop, Samsung C&T Fashion Group’s online shopping platform.

Weatherless Dressing Reshapes Outerwear

Samsung Fashion Research Institute’s research and analysis indicate that as climate change makes seasonal boundaries more fluid, the “weatherless” trend is becoming a new reference point for the fashion market. The Institute also points to growing demand for layered styling, with consumers increasingly combining lightweight outerwear in different ways depending on the weather and occasion.

Once used primarily for outdoor activities, lightweight puffers are increasingly worn across everyday life, work and leisure. Their low weight and ease of layering have expanded their role from standalone outerwear in transitional weather to a styling piece that can be combined in multiple ways deep into winter.

SSF Shop data reflects the shift. From August 20 through September 27, even as late-summer heat continued, the number of customers purchasing lightweight puffers on SSF Shop rose 101% year over year, while the number adding the category to their carts surged 384%, signaling strong purchase intent and reinforcing the broader weatherless trend.

Sales of lightweight puffers in brighter shades such as ivory and pastels also increased 82% year over year, suggesting that the category is evolving beyond functional cold-weather protection into a styling item that reflects personal taste and a truly multi-season role.

Four Brands Expand the Multi-Season Outerwear Wardrobe

Building on these signals, Samsung C&T Fashion Group is strengthening differentiated lightweight puffer lineups across its major brands to complete a broader multi-season outerwear portfolio.

Casual brand 8seconds has introduced “All Day Air,” combining ultralight materials and packability with a trend-led approach to styling. The launch expands the brand’s material-focused “All Day” line following the strong response to earlier “All Day Crease” and “All Day Cashmere” releases.

All Day Air uses down-proof, ultralight nylon to reduce weight, while real duck down and a packable storage bag add warmth and portability. Lightweight Hooded Down, Technical Padding and Down Vest styles have been drawing attention, particularly among younger shoppers. From the new collection’s launch on September 15 through September 28, customers in their 20s and 30s accounted for 68% of new SSF Shop purchasers of 8seconds lightweight puffers, underscoring the response among the brand’s target demographic.

A model wears a light gray hooded puffer jacket with dark wide-leg pants in an indoor setting. — 8seconds’ All Day Air lightweight hooded down pairs ultralight construction with a relaxed, everyday silhouette.

A model wears a pale blue hooded puffer jacket with gray sweatpants while standing in front of a muted green exterior wall. — 8seconds’ All Day Air brings a warm, casual feel to lightweight outerwear with a soft-toned hooded puffer.

Classic casual brand BEANPOLE has introduced “Better Light Down,” balancing reduced weight with a structured silhouette. High-density nylon and goose down create a lightweight yet polished outer layer, while insulating materials and precise finishing enhance wind protection and comfort. The lineup includes BEANPOLE Ladies’ Better Light Down and vest styles accented with classic corduroy details, along with the practical shirt-shaped Down Trucker Jacket from BEANPOLE Men.

A model wears a dark brown hooded puffer jacket over an ivory high-neck top and brown wide-leg pants, carrying a small check-patterned bag. — BEANPOLE’s Better Light Down combines lightweight warmth with polished styling for versatile seasonal wear.

A male model wears a black hooded puffer jacket layered over a dark top and light-colored pants against a neutral studio background. — BEANPOLE’s Better Light Down offers a lightweight outer layer with a clean, practical silhouette for everyday styling.

BEANPOLE KIDS has also introduced lightweight down designed around the movement and activity levels of children. Better Light Down uses ultralight duck down for a light, cozy feel, while the ‘Light Hanjum’ series includes round-neck and vest styles that work across everyday wear and outdoor activity.

Two children wear pale lavender and light blue puffer jackets while posing on a white fence in a garden. — BEANPOLE KIDS’ Better Light Down combines lightweight warmth and easy movement for everyday outdoor wear.

A girl in a pale lavender puffer jacket playfully adjusts the hood of a boy wearing a light blue puffer jacket outdoors. — BEANPOLE KIDS’ lightweight down lineup is designed for comfortable movement across everyday and outdoor activities.

Contemporary womenswear brand kuho plus takes a more minimal approach to lightweight padding. Ultralight materials allow the pieces to work as “Between Outerwear” that can be layered between other garments. The Hoodneck and Highneck Mellow Light Down styles, presented in beige, brown and blue-gray, propose an elegant and refined approach to lightweight outerwear.

A model wears a charcoal hooded puffer jacket over a bright blue shirt and black shorts against a white and pale blue studio background. — kuho plus’ Hoodneck Mellow Light Down brings a minimal approach to lightweight layering as versatile Between Outerwear.

A model wears a pale blue lightweight puffer layered under a dark charcoal coat against a light blue studio background. — kuho plus’ Mellow Light Down demonstrates the brand’s Between Outerwear approach through refined, lightweight layering.

A Broader Role for Lightweight Outerwear

“Based on market analysis from Samsung Fashion Research Institute and customer data from SSF Shop, we are proposing new ways to wear lightweight puffers while differentiating products and styling around each brand’s strengths,” a Samsung C&T Fashion Group representative said. “We plan to expand the role of lightweight padding from standalone outerwear for transitional weather to a layering item for midwinter, helping lead the growth of the multi-season outerwear market.”

Explore the latest lightweight puffer collections from Samsung C&T Fashion Group’s brands on SSF Shop.