How To Do The Jelly Shoes Trend Without Looking Like A Tween
Welcome to Reality Check: a new regular franchise from the ELLE fashion editors that asks: how well do the season's biggest trends really work in the wild? This week, everyone's childhood-favourite summer shoe has had a designer glow-up.
We all know that the Y2K trend isn’t going anywhere – ballet shoes, capri pants and cargos are practically de rigueur right now – but those really in the know are looking even further back in the fashion annals for style inspiration. No, I’m not talking about the Eighties (thank goodness), but those halcyon days of pure, innocent childhood. Or, more specifically, the summers of our youths, filled with ice-cream, sand castles, paddle pools, and blissfully little more.
Given recent world events and the increasingly stressful demands of modern life, it’s little wonder that nostalgia is high on the agenda – sartorially speaking in particular. Fashion designers have been throwing it back to memories of ‘the good old days’ when formulating their collections: think back to Moschino’s SS23 show, for example, that was inspired entirely by Jeremy Scott’s love of pool inflatables, or JW Anderson’s joy-bringing arcade-themed collection – not to mention last year’s obsession with all things Barbiecore.
More recently, we’ve also seen the revival of babydoll silhouettes, colourful cardigans, Mary-Janes, cutesy bows (Simone Rocha, of course) and bright red tights – while the likes of Coach, Miu Miu, Fendi and Anya Hindmarch have taken us right back to our school days by covering their cult handbags with kitsch charms, stickers and key-rings aplenty.
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But the cult childhood item that’s got the fashion folks most in a flutter this season is even more of a throwback: the humble jelly sandal. Yes, really – and like all good things, it’s all thanks to The Row. The brand best-known for its ‘Quiet Luxury’ aesthetic sent models down the runway of its SS24 show in a series of laidback-luxe tailored ensembles that, to everyone’s surprise, were paired with the Olsens’ grown-up take on the jelly sandals of yore.
Sleek, brightly coloured, suitably squishy and featuring a chic caged design, the Mara Flats are the perfect combination of childhood nostalgia and modern elegance – hence why they sold out within hours of dropping online, despite retailing at a cool £860. Now, due to popular demand, they're finally back in stock and already flying off the shelves again; the fact that Jennifer Lawrence was spotted in a red pair earlier this week serving only to heighten the frenzy surrounding them.
But The Row's jelly sandal isn't the only one having a moment right now. Depop has reported an increase of 105 per cent in searches for jelly shoes on its platform since January, and it's the same story at Net-A-Porter. 'Our customers have an appetite for nostalgic styles this summer, drawing inspiration from The Row's newest collection,' explains NAP's Market Director, Libby Page. 'In the last month we've seen searches for jelly shoes soar by 267%.'
Aquazzura's Almost Bare crystal-embellished PVC sandals have been a big hit on the site in particular – something which did not come as a surprise to the brand's founder, Edgardo Osorio. 'Nude sandals are one of my obsessions,' he says. 'I find the almost-naked effect very sensual and extremely feminine. The transparent jelly version is our most popular, and it's also the most fun. Pair them with a white dress or a colourful swimsuit to instantly add a joyful touch on a breezy summer's day.'
Ancient Greek Sandals has also released its own take on the plastic-fantastic footwear, albeit at a more accessible price point. 'The Iro ballerina has been the hit of the season – we've sold more than 4,000 pairs since launching them in May,' the brand's co-founder and designer Christina Martini tells ELLE UK. 'They're definitely having a moment right now, but I see jelly shoes as a perennial summer favourite. They're practical and comfortable, durable, waterproof and easy to clean, making them perfect for a season spent between the beach and city.'
But now for the all-important question: how does the trend translate IRL? Simply follow in the jelly-clad footsteps of the many street style stars and fashion insiders who have introduced the humble jelly into their summer wardrobes already. They all go by one simple rule: for a look that’s on the right side of chic rather than the wrong side of child-like, keep the rest of your outfit strictly grown-up.
Head-to-toe white has proven to be a winning combination: Jennifer Lawrence contrasted her red Maras with an all-white off-duty look of loose trousers and a matching unbuttoned shirt, while fashion blogger Arielle Charnas followed the same formula to showcase her light blue Ancient Greeks.
Or, of course, you could do the natural thing and simply copy the impeccable styling from The Row's show – if only for inspiration, before shopping similarly low-key luxe looks from the rather less extortionate COS...
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