Forget florals—this summer, fashion is going full pescatarian. From sardine tins to shrimp platters, fishy prints are flooding the runways and your Instagram feed. What began as a cheeky aesthetic choice is now making waves as a bona fide fashion statement, led by indie darlings and luxury labels alike.
From sea to street: How seafood took over fashion
As temperatures rise and seafood season kicks into full swing, an unexpected motif has crept off the dinner table and into our closets. Sardines, oysters, shrimp, and even full-on lobster spreads are popping up on everything from sundresses to handbags. This summer, being “fresh” isn’t just about the catch of the day—it’s a whole fashion attitude.
West Coast favorite Lisa Says Gah has fully embraced this aquatic wave with their “Caviar Dreams” collection. The lineup, released earlier this month, features hand-drawn illustrations of seafood platters, complete with shrimp, oysters, and luxe dollops of caviar. Across the Atlantic, London label Damson Madder leans into the Mediterranean holiday vibe with its aptly titled “Holiday Print,” a collage of sardine tins, Grecian columns, and colorful tile-inspired motifs. It’s both kitschy and curated—perfect for TikTok stylists and real-life Riviera escapists alike.
But no brand has dived quite as deep into fish fashion as Staud. The L.A.-based luxury label has gone full nautical for Pre-Fall 2025, offering everything from fishnet skirts to bags shaped like actual sardines. Their standout item—the cleverly named “Staudine” bag—has become something of a cult piece, especially among the downtown fashion crowd in New York City. Sardines, it seems, are the new statement accessory.
A quirky history of marine motifs
While this trend may feel new, fashion has been dipping its toes into the sea for decades. Perhaps the earliest (and most iconic) example came in 1937, when surrealist designer Elsa Schiaparelli teamed up with Salvador Dalí to create the now-famous lobster dress—a daring statement that fused culinary delight with couture. That same spirit of playfulness resurfaces in today’s sardine-chic.
More recently, Bottega Veneta added to the narrative with the launch of their Sardine bag in 2022, a slouchy leather purse topped with a sculptural handle reminiscent of a fishbone. It quickly gained “it bag” status, and signaled a broader turn toward food—and especially fish—as an unexpected symbol of both luxury and levity in fashion.
Still, what separates today’s fish frenzy from past flirtations is the sheer scale. This isn’t just a one-off piece or accessory—it’s a full-blown aesthetic. Social media has amplified the trend’s reach, turning sardine prints into viral sensations and must-have seasonal staples. Fish are no longer just for your plate; they’re for your purse, your shoes, and even your nails.
Fashion with a sense of humor
Part of the appeal of sardine-chic is its inherent playfulness. Grace Connaughton, fashion content editor at Larroudé, sees the humor as a major selling point. “I think our customers are drawn to the funny, quirky aspects of the trend,” she explains. The footwear label has leaned into the theme, offering shoes adorned with oversized lobsters and fruit motifs. “We thought it was a funny way to do a shoe. Fashion shouldn’t be taken so seriously,” she adds.
This sense of irony, mixed with nostalgia and whimsy, aligns perfectly with the current cultural moment. In an era of anxiety and overstimulation, many fashion lovers are gravitating toward designs that spark joy—even if they’re a little absurd. And what better way to show you don’t take yourself too seriously than by wearing a sardine on your shoulder?
In this way, sardine fashion shares DNA with other playful trends that have recently made waves, from fruit-printed accessories to cartoonishly oversized bags. But it also carries a deeper message: embracing food as fashion is both a celebration of abundance and a subtle commentary on luxury itself.
From pantry to pop culture
Interestingly, the rise of food as a fashion motif parallels a broader cultural shift. As inflation drives up grocery prices, food—especially “aspirational” food like caviar or imported sardines—has taken on new symbolic weight. Brands have responded accordingly. Athletic giant On, for instance, featured Zendaya in a recent campaign resting on a giant cereal bag labeled “Zone Dreamers.” In the beauty world, terms like “glazed donut nails” and “latte makeup” have become standard lingo, blurring the line between edible and wearable aesthetics.
This foodification of fashion isn’t just clever marketing—it’s a reflection of how deeply visual culture has permeated consumer identity. A sardine dress is no longer just a novelty; it’s a commentary on taste, irony, and individuality. It’s a way to wear your personality on your sleeve—literally.
The sardine trend also thrives in the age of content. Eye-catching and just absurd enough, these prints are perfect for Instagram, TikTok, and Pinterest. A fish-print co-ord reads as ironic but high-effort, making it ideal for the digitally savvy generation who want to stand out, but on their own terms.
Is sardine-chic here to stay?
Every season has its quirks, and the fashion world is no stranger to ephemeral obsessions. But sardine prints may be more than just a passing trend. While some may dismiss it as a microtrend destined for the sale rack, others see potential longevity in its charm and adaptability. After all, if the Schiaparelli lobster dress can endure for nearly a century, who’s to say today’s sardine prints won’t swim further than expected?
The success of sardine-chic suggests that modern fashion isn’t just about elegance or shock value—it’s about connection. Whether that means evoking a Mediterranean vacation, channeling vintage seafood ads, or simply finding joy in something silly and unexpected, this trend invites us to have a little fun. And right now, that feels not only fashionable, but necessary. So go ahead—embrace the fish. This summer, sardines are not just on the menu. They’re in your wardrobe.
