Any foodie knows that summer is the season for crustaceans and fish. Lately, however, seafood seems to be jumping off the table and onto the clothes of the season.
If you’ve been on social media lately, it’s almost impossible to miss the abundance of sardine cans and lobster prints on clothing. West Coast indie fashion darling Lisa Says Gah launched her summer collection, “Caviar Dreams,” this month, featuring hand-painted drawings of shrimp plates, oysters, and, of course, caviar.
Across the Atlantic, saucy British label Damson Madder sells a number of “holiday prints” that combine sardine cans, Grecian columns, and square patterns reminiscent of Mediterranean tiles.
But it’s Los Angeles label Staud that seems to be leading the nautical craze. The luxury brand’s Pre-Fall 2025 collection is full of nautical references, from giant fish-shaped bags to mesh bottoms.
The brand’s series of sardine-shaped “Staudine” bags (as well as sardine dresses) have earned a loyal following among online fashionistas, especially those in New York.
The trend begs the question: When did fashion become so fishy? Historically, indigenous artisans in the Arctic have been turning fish skins into clothing and accessories for centuries. But what about patterns?
Fashion has looked to marine-themed imagery for years. In 1937, Elsa Schiaparelli collaborated with Salvador Dalí to create a lobster evening gown (which Daniel Roseberry referenced in Schiaparelli’s spring 2024 ready-to-wear collection).
More recently, pescatarian fashion had its moment in the spotlight in 2022, when Vogue dubbed Bottega Veneta’s slouchy leather Sardine pouch an “it bag.”
“I think our customers are drawn to the fun, quirky elements of this trend,” Grace Connaughton, Larroudé fashion content editor, told L’OFFICIEL.
The shoe brand sells several pieces emblazoned with fruit and lobster prints. “We think this is a fun way to design shoes. Fashion shouldn’t be taken too seriously,” she continued.
In recent years, as food prices have risen, it has become a symbol of wealth. Many brands have used food as a theme in their designs and advertising.
On’s futuristic “Zone Dreamers” campaign features Zendaya leaning on a large bag labeled “cereal.”
In the beauty world, food-inspired naming has become the norm. For example, sheer nude nails are now called “glazed donut nails.”
Even if the media declares the “micro trend” dead, it’s hard to know whether online interest in a particular aesthetic will go beyond a passing fad. However, the resurgence of pescatarian fashion with sardine prints this summer may indicate its staying power.