When plastic becomes luxury: The new life of jelly shoes
When jelly shoes first appeared in the post-war era, they were an affordable alternative to leather, which was still in short supply in many places. The practical plastic material made them durable and well-suited to protecting the feet. It wasn't until several decades later that the shoes gained fashion credibility, when they were marketed to girls of all ages.
Although jelly shoes have long ridden the wave of nostalgia, the trend truly gained momentum in the summer of 2024. Much of the credit goes to the Olsen twins, who through the fashion house The Row debuted netting-inspired "Mara" sandals during the brand's Pre-Fall 2024 presentation. Not long after the launch, the silhouette was picked up by fashion icons like Jennifer Lawrence, who helped give the trend a more everyday expression.
The simple yet stylish look of the sandals became an open invitation for high-street brands like COS and Zara to create their own, very similar versions. As a result, the (Mara) silhouette was quickly democratized and made available far beyond the luxury segment.
From cheap beach shoes to the street's newest eye-catcher
In major fashion capitals around the world today, jelly shoes have evolved in many playful (and partly absurd) directions over the past year. The newest and most viral interpretation comes from Chloé, which recently presented a transparent, open-toed heeled shoe. On social media, the model has been nicknamed "the Cinderella shoe" due to its fairy-tale-like appearance and light blue color. The now-defunct fashion house Y/Project collaborated with Melissa, known for its jelly shoes, on a similar mule in 2021, but it never took off with the masses at the time.
Alaïa, Ganni, Jimmy Choo, and Loewe are some of the other major fashion houses jumping on the wave. The latter has opted for a more versatile version, which you can now find at Loewe on Nedre Slottsgate. The transparent boot with an architectural shape comes with a 3-pack of socks in knee-high colors.
A break from "quiet luxury"
The popularity reflects a broader movement in the fashion landscape. After several years dominated by discreet luxury and minimalist silhouettes, fashion has moved in a more playful and unpredictable direction. It is, in itself, somewhat ironic that The Row, often seen as the very symbol of "quiet luxury," has helped drive interest in such a playful trend. Jelly shoes show how contrasts are now shaping the fashion landscape, and how even the most unlikely garments can be given new life.
