Three years after declaring the death of florals, John Lewis has discovered a new print making a splash among shoppers. At the launch of its high summer collection, the retailer said fish were quickly becoming customers' catch of the day, with marine life-themed fashion and homewares surging in popularity.
Sales of starfish-shaped earrings are up 300% month on month, while a silky blue skirt covered in shoals of fish has a waiting list. In homeware, glass tumblers that stack to form a fish shape have seen sales rise 400%, and a 'gluggle jug' – a ceramic fish-shaped pitcher that gurgles when poured – is becoming an outdoor dining essential, with Wade Pottery versions up 129% month on month.
The trend extends the UK's tinned fish obsession, which has pivoted from a cheap staple to a gourmet ingredient. Tesco reported an 18% increase in tinned tuna sales, attributed to TikTok influencers. While supermarket tins cost as little as 65p, gourmet versions start from £12. Bettina Makalintal of Eater says people use the trend to signal political and social alignment, reflecting dietary choices in clothing and decor.
Asos reports oversized graphic T-shirts with sardine and carp prints topping bestseller lists. Anthropologie offers fish-shaped hair clips and beaded bags covered in sprats, while Accessorize sells raffia fish-shaped bags. Brazilian brand Farm Rio's botanical prints are being overtaken by marine references, including koi-inspired designs.
Melissa Marra-Alvarez, curator at the Fashion Institute of Technology, notes food has long been a narrative device in fashion, from medieval pomegranates to 17th-century pineapples signifying wealth. Today's fish trend emerges amid the UK cost of living crisis and the rise of 'Make America Healthy Again' in the US, with overfishing making some fish a luxury. Brand consultant Miranda Shanahan says it taps into a 'euro summer' aesthetic, reflecting a desire for a simpler, slower, more European life.
