What will be fashionable in summer 2025? This season, designers have hit rock bottom... literally

Canned sardines, caviar and ocean floor motifs "surface" as the most surprising and luxurious trend of the season. The most fashionable it-girls have abandoned tomato-shaped handbags – now lobster and sardine reign supreme.

This summer, fashion has hit rock bottom – literally! Canned sardines , caviar and a whole range of seafood- inspired motifs have taken over the fashion world, including high fashion . Instead of the classic nautical look, designers and style icons are reaching for " tinned fish chic " – an aesthetic that combines a summer vibe with a sense of humor and decadence.

Sardine Print Shirt, Sardine Supply / Photo by Sardine Supply

It all started innocently – with the Staud " Staudine " bag, which resembles a sardine can decorated with beads.

The Staudine bag by Staud, which went viral on TikTok / Instagram @staud.clothing

Within a short time, the model went viral , appearing on TikTok and Instagram.

Meanwhile, Bottega Veneta has introduced a more artistic interpretation – a handbag with a goldfish handle . Rachel Antonoff paints watercolor shrimp with engagement rings on her dresses, and Louis Vuitton mandates that you carry a lobster instead of a classic clutch .

Bottega Veneta, Sardine bag / photo by Bottega Veneta

It is worth noting that the roots of sea creatures in fashion go back much further. The history of lobster in haute couture began in 1937, when Elsa Schiaparelli , in collaboration with Salvador Dalí , designed a legendary silk organza dress decorated with a lobster print .

Polish brands have also succumbed to the "fish print" fashion .

Print with sardines on a T-shirt by the Polish brand Sleeplessinwarsaw / photo by Sleeplessinwarsaw

Why do fashion brands reference food? Like lemons from the Amalfi Coast , sardines and caviar appear on dresses, earrings, pajamas and bags as a print with character.

Loewe leather pendant in the shape of a fish / photo: Loewe

They are a declaration of freedom and fun. Designers have been trying to convince us for several seasons that luxury does not have to mean deadly seriousness, but authenticity and fun. What better way to express yourself than through fashion? Just look at Loewe's tomato designs or Jacquemus's captivating campaigns .

“We try to introduce a wink of a symbol into each collection, and sardines seemed like the perfect choice,” she says. “They immediately remind me of long, lazy summer lunches by the Mediterranean – there’s something nostalgic and symbolic about them,” said Sarah Staudinger, co-founder and creative director of Staud, as quoted by Marieclaire.com.

Search engines confirm this – the phrases " sardine dress " and " beaded sardine bag " are breaking popularity records. And since the fish motif is finding its way into accessories as well as haute couture, there is no doubt: seafood is the new code of summer chic.