Every summer, there’s a fruit that captures the fashion world’s imagination. Over the past few years, we’ve had pineapples, cherries, lemons and bananas, but this season the focus is on watermelons.
Online shopping destination Lyst confirms that watermelon-related searches are up 140 percent year on year and in the last month search has doubled for watermelon prints. While it cites the millennial-friendly Lazy Oaf dress as the most popular related piece, accessories themed around the tropical fruit are also gaining a firm following. Dolce & Gabbana and Prada both have offerings in this arena – from ladylike bags and statement earrings to playful phone covers. The watermelon pool float has also replaced the inflatable swan as this summer’s holiday must-have for all Instagrammers.
So what’s the appeal? Well for starters, it’s not age exclusive. Millennials might be tempted by the a full-on watermelon dungaree dress, while those over the age of 30 are more likely to buy into one of luxury bags or jewellery, which evoke a playful summer edge without looking too gimicky. The alternative, subtler way of tapping into the trend is by wearing watermelon pink – a softer version of coral seen on Balenciaga’s spring/summer 2017 catwalk. Favoured by Amal Clooney and the Duchess of Cambridge, it’s a shade that accentuates a tan and requires few accessories to stand out.
Watermelon juice was predicted to be a big foodie trend this year, so perhaps it’s not surprising that it’s caught on in fashion too. Comprising of watermelon flesh, rind and lemon, the juice is already very popular in America with Beyoncé even buying a stake in a watermelon water company in May last year.
This article originally appeared on Harper’s BAZAAR UK.