24/07/2026
Jelly shoes have moved from beach stalls to luxury runways
Across Spring/Summer 2026 collections, brands like Chloé, The Row, Loewe, Jimmy Choo, and Melissa are reworking the familiar jelly shoe into something entirely different—luxury mules, heels, flats, and city sandals.
What is pushing the trend right now?
🔎 Search interest is accelerating
Google Trends reported breakout interest in “jelly kitten heels” over the past month, with red emerging as a leading color direction.
On Korean fashion platform 29CM, searches for jelly shoes increased 202% YoY between May and June. Transaction value rose 201% during the same period.
Other retail data showed searches for jelly flip-flops growing roughly 37x, while jelly sandal sales increased about tenfold.
👠 Luxury brands are changing the product image
The old jelly shoe was usually associated with inexpensive plastic sandals. The new versions feature translucent finishes, softer colors, refined shapes, and more polished styling.
Chloé turned the material into heeled mules.
Jimmy Choo introduced glass-like jelly heels.
The Row brought the concept into minimalist city footwear.
📸 High visibility arrived at the right moment
From Kylie Jenner wearing pale-pink Jelly Mules this July to Alexa Chung styling them for summer events, the combination of high-summer timing and celebrity exposure is helping the trend move quickly beyond the runway.
For footwear buyers planning SS27, the question is no longer simply:“Should we add a jelly shoe?”
The more critical questions for assortment planning are:
Which silhouette fits the brand DNA—a fisherman sandal, flat, mule, or kitten heel?
Is this a short fashion statement or a category with repeat potential?
Crucially for production: Can the selected material's transparency, flexibility, and finish be maintained consistently in mass injection?
The jelly trend might be playful, but the buying decision still requires precision.
Are you seeing this jelly trend popping up in your local market recently? Let's chat below!