Fish prints are taking over clothing and accessories in Britain

British department store chain John Lewis revealed the rising popularity of fish prints and shapes among shoppers, becoming one of the most prominent fashion and home decor trends during the current summer season, after years of declining popularity of floral patterns.

The company explained, during the launch of its new summer collection, that the demand for products inspired by the marine world has witnessed a noticeable increase, starting with clothes decorated with drawings of sardines and various fish, all the way to accessories and household items with marine designs.

Sales of starfish earrings increased by 300% compared to last month, while the great demand for a blue skirt decorated with schools of fish led to the creation of a waiting list for customers wishing to purchase them. Sales of glass cups that combine to form the shape of a fish also increased by 400%, while sales of the popular fish jugs known as the “Gluggle Jug” increased by 129%.

This trend comes in conjunction with the increasing popularity of canned fish in the United Kingdom, as it has transformed from an economical food product into a luxury item that receives widespread attention on social media platforms. The Tesco supermarket chain recently announced that sales of canned tuna rose by 18% thanks to the influence of TikTok celebrities on consumers.

Fashion and consumer culture experts believe that the spread of fish symbols in clothing and decor reflects an increasing desire among consumers to adopt a simpler lifestyle linked to the Mediterranean atmosphere known as “Euro Summer,” which celebrates relaxation, nature, and life away from the pressures of excessive consumption.

Specialists also point out that the use of food symbols in fashion is not new, as they have been used throughout history to express social status and cultural values, while today they have become a means of expressing identity and personal interests in the age of social media.

The “fish fashion” trend is an extension of previous trends such as “Tomato Girl Summer,” but it replaces Mediterranean fruits and vegetables with marine symbols, from fish and shellfish to European beach-inspired colors and fabrics.