Fish prints and shapes have UK shoppers hooked this summer | Fashion
Retailer John Lewis has identified a surging trend in its high summer collection, where fish prints and shapes are becoming a primary draw for shoppers. This marine-inspired aesthetic is appearing across both fashion and homeware categories.
The trend encompasses a variety of aquatic life, including sardines, sprats, and crustaceans such as crabs. Demand has been significant, with sales of starfish-shaped earrings increasing by 300% month on month.
In the apparel sector, a silky blue skirt featuring shoals of fish has become so popular that it now has a waiting list. Similarly, homeware items are seeing a spike, with fish-shaped stacking glass tumblers seeing a 400% increase in sales.
The Rise of the ‘Bougie’ Seafood Aesthetic
This fashion shift is closely linked to a growing obsession with tinned fish in the UK. Preserved seafood has transitioned from a budget-friendly cupboard staple to a “bougie star ingredient” characterized by “tin to table” brands and elaborate packaging.
Tesco recently reported an 18% rise in tinned tuna sales, which the company attributed to the influence of TikTok creators. While some tins remain as cheap as 65p, gourmet versions now command prices starting at £12.
Bettina Makalintal, a senior reporter at Eater, suggests that these choices in decor and clothing serve as social and political signals. She notes that reflecting these dietary choices allows individuals to communicate their aspirations and social milieu to others online.
From Runways to Retailers
The trend has extended beyond John Lewis to other major brands. Asos has seen oversized graphic T-shirts featuring carp and sardines top its bestseller lists for Gen Z shoppers.
Anthropologie is offering fish-shaped hair clips and beaded shoulder bags covered in sprats, while Accessorize has introduced raffia bags shaped like actual fish. The Brazilian brand Farm Rio has shifted its focus toward marine references, including illustrations of molluscs and koi-inspired prints.
Melissa Marra-Alvarez, curator of education and research at the Museum at the Fashion Institute of Technology, explains that food and fashion share a “reciprocal relationship” as both are daily necessities.
Cultural Context and ‘Euro Summer’
The current obsession follows the “tomato girl summer” of 2023, which focused on a laid-back Italian mood featuring basket bags and vintage sundresses. The fish trend is a similar evolution of “la dolce vita,” incorporating fisher knits, jelly shoes, silk scarves, and breezy linen trousers.
Brand consultant Miranda Shanahan suggests this taps into a broader “euro summer” aesthetic. She argues that people are redirecting a desire for an “unoptimised” life into consumer objects that capture that spirit.
This trend emerges during a complex period marked by the UK cost of living crisis and the “Maha” (make America healthy again) movement in the US. Overfishing has contributed to certain fish types becoming luxury items.
Potential Future Developments
As food patterns continue to be used as cultural statements, designers may further explore emotionally charged motifs to represent various viewpoints. The “euro summer” aesthetic could potentially evolve into new themed iterations as consumers continue to seek objects that represent a simpler way of living.
Frequently Asked Questions
Which specific fish and sea creatures are trending in fashion?
The trend includes sardines, sprats, crabs, starfish, carp, koi, and molluscs.
What is a “gluggle jug”?
It is a ceramic pitcher shaped like a fish that produces a gurgling sound when water is poured. Sales of these jugs from Wade Pottery have risen 129% month on month.
How does the fish trend relate to historical fashion?
Food has long been used in textiles; for example, pomegranates and grapes were used in the Middle Ages to represent the Earth’s bounty, while pineapples signified wealth in the 17th century.
Do you think food-inspired fashion trends reflect a genuine lifestyle change or are they simply driven by social media?