Jelly shoes, fashionable in the 90s and early 2000s, are experiencing a new wave of popularity, although this time with a much more sophisticated and contemporary aesthetic.
The history of jelly shoes began long before they became a global trend. Their origin dates back to the 80s, when the Brazilian brand Melissa revolutionized the market by introducing shoes made of PVC with colorful, translucent finishes and unconventional designs.
Over the years, these shoes were mainly associated with children’s fashion, holidays, and beach looks. However, the fashion industry has begun to reinterpret them with a completely different perspective.Brands like Chloé, The Row, Melissa, Skims and Ancient Greek Sandals have designed new versions of the jelly shoe with more minimalist lines, translucent materials and more refined finishes, making jelly shoes one of the most talked about trends of 2025 and 2026.
The return of jelly shoes
The trend connects with several of the movements that are currently influencing global fashion. On the one hand, there is a strong interest in Y2K nostalgia and in recovering visual elements that marked the 90s and 2000s. Meanwhile, fashion also continues to explore concepts such as transparencies, striking textures, ugly chic aesthetics, and the reinterpretation of objects traditionally considered childish.
After years dominated by minimalism and the quiet luxury phenomenon, many consumers seem to be looking for more expressive, fun and emotional pieces. In this context, jelly shoes fit perfectly with a generation that seeks to combine nostalgia, identity and aesthetic experimentation.
Even so, jelly shoes still generate divided opinions. While some people remember the blisters, the rigidity of the plastic, and the discomfort of previous versions, others celebrate its nostalgic character and its ability to challenge the rules of fashion.
That division has helped keep the conversation alive on social media, where users constantly debate whether it is a passing trend or a return with the potential to stay.
Sources:
Melissa
https://www.instagram.com/melissaofficial/
Chloé
https://www.instagram.com/chloe/
Vogue España
https://www.vogue.es/compras-zapatos-jelly-sandalias-gelatina-comodas-tendencias
Tomilli provides global content about trends, innovation, and marketing.