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FashionShopping

by Alexandra Mansilla

The Plastic Comeback: How Jelly Shoes Went Viral — Again

10 Jul 2025

Instagram: @melissaofficial

I first had my eye on jelly shoes about 15 years ago — I still remember those flats from Melissa. I didn’t buy them at the time because I was convinced they would give me blisters. Later on, they just reminded me of those rubber shoes we used to wear to wade into the sea if the beach was rocky. But here is the thing: I still remember them, and that exact model is actually still around (I am finally going to buy a pair, by the way). What is even funnier is that, back then, people definitely wore jelly shoes, but it never felt like a full-blown craze. And now they have gone viral. But how did that happen?
A big push definitely came from high fashion. When The Row sent their translucent Mara jellies down the runway in Paris, the internet lost its mind — and the shoes sold out instantly. Suddenly, every editor was talking about jellies. Designers like Chloé got in on the game, and even labels like Miu Miu, Tory Burch, Jimmy Choo and Gucci have their own takes. At the same time, you can buy a pair for way less from any number of affordable brands. Jelly shoes suddenly became an accessible luxury.
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Photo: courtesy of The Row

And then there is TikTok, which did what it does best — speeding everything up. Unboxings, summer hauls, nostalgic styling videos... jelly shoes leapt straight from retro kitsch to absolute must-have.
And let’s not forget Skims. Known first and foremost for shapewear, Skims branched out into footwear and dropped waterproof, jelly-soled slides. And as everyone knows, Skims is the perfect example of a brand that knows exactly how to create a viral storm.
Why does this work? Well, partly it is the same card, so many brands are playing these days — nostalgia. If you grew up in the 90s or early 2000s, you definitely remember those bubblegum-pink fisherman sandals and sparkly ballet flats. But today’s jellies are more than a throwback — they are practical, lightweight, waterproof, and (if you pick the right pair) actually comfortable enough for all-day summer wandering. Some, like the ones from Melissa or Ancient Greek Sandals, are made from recycled PVC and have surprisingly cushioned soles. No more childhood blisters.
Of course, a little A-list endorsement never hurts. Jennifer Lawrence wore The Row’s jelly sandals. Taylor Swift (by the way, do you remember her fan army?) got in on the trend. Gigi Hadid wore Ancient Greek Sandals’ Homeria jelly sandals for the Guest in Residence campaign. That kind of high-low celebrity visibility is exactly what keeps a trend alive.
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Instagram: @melissaofficial, @ancientgreeksandals, @jimmychoo

Jelly shoes are now basically a blank canvas for personal style — ballet flats, chunky platforms, fisherman sandals, neon, minimalist, whatever you want. Wear them with socks, or don’t. Dress them up or down. It is really that easy — and that is the real reason they went viral. Jellies just feel like summer: bright, unapologetic, and a little bit rebellious.
And maybe that is the secret. A shoe that once screamed “kid stuff” is now an inside joke between generations, a blend of comfort, nostalgia, and high-fashion absurdity. No wonder everyone is obsessed.