Cotton On has struggled to keep the 'Mother Puffer' in stock since it launched in March, but sales have accelerated further over the past 24 hours thanks to a 30 percent discount on every item online.

Stay warm and save the planet in biodegradable jackets and fleeces you can take to the grave via the new frontier of sustainable fashion: wear now, bury later.

They duly arrived, wearing puffer jackets and thick sweaters – not exactly the kind of holiday attire currently being promoted in the TV adverts.

One of those outerwear stalwarts - the puffer jacket – has come full circle over the years, shaking off its outdoorsy roots and into the realm of high-fashion.