'90s Nostalgia and The Row Are Bringing Back These "Ugly" Shoes for Summer

At this point, you'd think there were very few trends that could shock us anymore, but apparently, the fashion world still has several surprises up its sleeve because Wholesale Replica Bag topic of conversation among our fashion team is centering around a certain warm-weather shoe style that's, well, unexpected, to say the least. Yep, jelly sandals are the bubbling shoe trend causing a stir in group chats everywhere.

While jelly shoes are nothing new (if you grew up in the '90s, you'll remember those plastic quasi-fisherman shapes with the ankle straps that we all seemingly wore back then). After returning from the annals of fashion history in 2024, the summer season of 2025 is bringing them back in a new silhouette that feels altogether more modern and, dare I say, downright cool.

It was The Row's spring/summer 2024 runway where we first spotted the new-age jelly shoes. Models donned the brand's usual codes of minimalist attire, save for several looks that featured glove flats with netted mesh. It wasn't immediately clear what the flats were made from based on the brand's runway imagery alone. Were they woven? Braided? Upon further inspection, the Mara flats appear to be made from transparent, jelly-like PVC.

The Row may have ignited the return of the water-resistant shoes, but the rest of the fashion world is also in agreement. Jelly sandals in all their forms are infiltrating our social feeds and favourite retailers across the internet, so regardless of your personal feelings towards them, there's no denying they're at the forefront for summer. Here, we've charted their course from the runways to the market, including one fashion editor's quest to brave blisters to see how well the trend holds up in real life.

What Are Jelly Sandals?

As the name suggests, jelly sandals are a type of balmy flat shoe that is categorised by their gelatinous material. "Jellies have been around in Greece and across the Mediterranean since the 60s as a perennial beachside shoe," says Christina Martini, co-founder and designer of premium footwear brand Ancient Greek Sandals.

In 2025, the most common form of jelly sandals is a form of interlaced ballerina style that cuts just below the ankle. But as is often the case with fashion, their nascent popularity has caused the blubbery-like motif to expand to a wider range of styles. "The classic 'Iro' with its retro appeal has been our bestseller since launch, with over 7500 pairs sold to date," Martini explained. "But our customer has also embraced newness and innovation in this category. The recently launched 'Omonia' jelly clog, Etheria jelly wedge and buckled 'Irini' jelly shoe have been hit and are all selling well," she adds. "Jelly flip flops are another new strong seller this season. An easy go-with-everything shoe, it’s a fun addition to your wardrobe this summer."

Yes, it's hard to escape jelly sandals, even just opening up your Instagram feed or strolling through London. Martini and her company have something to do with that, with the Greek native telling me that since introducing jelly sandals into the business, they've sold over 11,000 units and counting.

A Fashion Editor Review of the Best Jelly Sandals

Naturally, as curious fashion writers, we want to know if a trend lives up to the hype. For over a month, Who What Wear UK's SEO Writer Ava Gilchrist put a pair to the test. "The last time I wore jelly sandals was in 2014 in a very Tumblr-coded way. (Read: With American Apparel pieces and probably carrying a vibrant bottle of cold-pressed juice)," she explains. "The shoe shapes themselves have been modernised since and have even been given the luxury designer stamp, meaning I can finally wear this playful footwear option without feeling like young Kirsten Dunst doing the rounds on the press tour for Interview With A Vampire.

Style Notes: A 13-year-old Kirsten Dunst wearing jelly sandals to the 1995 MTV Movie Awards.

Style Notes: Who What Wear UK's SEO writer, Ava Gilchrist, wearing an updated version—Ancient Greek Sandals 'Iro' style—a solid 30 years later.

Sure, the style itself is proof of the trend cycle—a fashion industry phrase that explains how styles get continuously passed around after completing five stages: introduction, rise, peak, decline and obsolescence. "By the time 2014 was ending, jelly sandals had really fallen hard in popularity," Gilchrist explains. Now that a decade has passed, they're primed for a comeback.

"They offer timeless appeal, evoking in people a sense of nostalgia, reminding them of their childhood and carefree summer holidays," Martini observes of jelly sandals' interest. "They are also practical and comfortable. Being durable, waterproof and easy to clean makes them the perfect summer shoe for both beach and city."

So, how did the jelly sandals fare? "I tested the 'Iro' from Ancient Greek Sandals, a true slipper that hugs the foot in a woven jelly casing," Gilchrist begins. "The first thing to note is that the shoes themselves are incredibly soft and really malleable, making them a dream to put on because of how easily they bend to the foot's natural contours."

"Some other rubber shoes I own—namely, the Proenza Schouler x Sorel clogs—are a beast to put on because of how firm the heel is. These couldn't be further from that, which I was pleasantly surprised with.

"One of my biggest concerns was whether the edge of the shoe would scrape against my skin, causing horrible blisters as a result. I'm a little bit of a baby when it comes to sore feet. I always have Band-Aids on hand in case the shoes I wear prove uncomfortable, but I never let this get in the way of wearing a chic shoe. Thankfully, with this style, I didn't have to worry in the slightest. I opted for my regular size and the shape was actually quite snug. The back didn't slip off once and I never felt compressed by them.

"So, I'm sure you're all wondering the million-dollar question: Are they comfortable. I'm thrilled to report that they are incredibly comfortable. The sole itself is quite flat, so if you need arch support, I wouldn't advise getting these as your main walking shoe. But for running errands, heading to work or nipping to the beach on holiday, I couldn't recommend this style more."

"I'll admit, I do have one of London's shortest commutes to work—under 15 minutes from door to door, if you could believe so it's not like I ran a marathon in them, but for everyday wear, they were really pleasant and enjoyable.

"Another worry I had was whether the plastic would make my feet sweat. (Sorry, TMI!). The shoes not only felt moisture-wicking, but also water repellent, like they were designed to dry off quickly and keep your feet as airy as possible. I never found myself tripping or sliding around in the shoe, despite there being some slight moisture from England's surprising late-May humidity combining with excess grip.

"The only annoyance I had with these shoes was that they weren't actually the cleanest after long days walking around the United Kingdom's capital. Sure, the city isn't known for its hygiene. Still, after walking through a few tube stations, taking them to my local pub, scurrying around the office, I was quite taken aback when I took them off at home to reveal a lattice of grime and dirt imprinted into my foot from where the holes in the pattern are.

"I can also be somewhat of a princess when it comes to wearing "outside" clothes inside my house, so I immediately had to wash off several hours' worth of buildup. Of course, that plight is only relatable if you're wearing them around the city. I'm heading to Greece soon, so I look forward to testing how they fare in the waters of Chania and along the sprawling rocky hillside, where there is plenty of opportunities to rinse as I go."

Are Jelly Sandals Worth It?

"I never believed that jelly sandals were a passing fad. Like Martini, I think jelly sandals have a rightful place in your wardrobe as an enduring sandal style. On comfort, ease of wear and ease of styling alone, I'd contend purchasing a pair of jelly shoes is worth it," Gilchrist adds.

"But I'd be cautious about opting for anything too affordable. I think the beauty of this style comes down to the craftsmanship. As the fabric is quite fiddly, poorly made shoes could rip and snag quite easily, as we already saw last season with The Row's incredibly fragile style.

"To ensure they last you season after season, it does require a little bit of money and care to be put behind them. Shoes are one of the hardest-working items in any closet and should be treated as such. And for less than £100 for expertly rendered styles like the Ancient Greek Sandals pair I tried, I believe that's a worthy investment for something you might one day wear when you're possibly in your 60s and taking your own grandchildren down to the beach."

Editor-Approved Jelly Sandals to Shop:

• Best Overall Jelly Sandals: Ancient Greek Sandals Iro Pvc Ballet Flats, £85
• Best Luxury Jelly Sandals: Chloé Jelly Tpu Sandals, £450
• Best High-Street Jelly Sandals: Zara Jelly Ballet Pumps, £28
• Best Flip-Flops Jelly Sandals: Ancient Greek Sandals Saionara Jelly, £125
• Best Fisherman Jelly Sandals: COS Jelly Fisherman Sandals, £110

Why are Jelly Sandals Back in Fashion?

The return of jelly sandals can be attributed to several reasons. There's the co-sign from the Olsen Twins, of course. (A stamp of approval that makes any garment or design, no matter how unexpected, instantly chic and covetable.) But also the sense of nostalgia they elicit. After turbulent times, slipping into a pair of shoes that remind you of slurping on ice cream on a summer holiday spent with your grandparents is the perfect tonic.

For Martini, this sensation was a part of the reason she helped pioneer the jelly sandals return with the Ancient Greek Sandals 'Iro' style. "Two years ago, when working on our spring/summer collection, I got my hands on an original pair of ‘Iro' jellies, designed and produced by my co-founder Nikolas’ grandfather in the 1950 for his company Buffalo Plast," she tells Gilchrist over email.

"Not only did they bring back childhood memories of my grandmothers wearing them every summer, but I also felt there was something very modern about the design. I liked its simplicity and knew if we reworked and produced in a rainbow of colours, they would be a hit with our customers."

She was right, of course. "We have offered jelly versions of some of our bestsellers, like the classic 'Eleftheria' for six years now and they have always been popular," Martini adds. "With the discovery of those archive styles [in 2024], the timing just felt right to expand the collection and offer our customers a wider choice of jelly styles".

Can Jelly Sandals Get Wet?

One of the questions Gilchrist gets asked as a fashion editor by people curious about dipping their toes into this style is whether these shoes are able to get wet. Naturally, she consulted the experts to confirm what she already knew. Martini advised that jelly sandals make great summer shoes as they're able to be submerged in water and withstand moisture.

In her mind, irrespective of whether you're galavanting around Crete or just taking a city break to Cornwall, they're the ideal shoe for wearing along the coastline before heading to a seaside meal. Martini concurs. When she asked her what makes jelly sandals the perfect sea shoe to wear from the beach to the bar on summer holidays, she told me "for exactly that reason". As Martini explains: "They can get wet in the sea and withstand sand on the beach. Then, you can dry and dust them off as you head to the local taverna."

How to Style Jelly Sandals

Nowadays, you might notice jelly sandals in metropolitan centres then you do by the water. Their presence on the runway at Paris Fashion Week has only helped shake off their conception as an exclusive beach shoe, and the endorsement from endless stylish figures like Jennifer Lawrence has only further defined their appeal.

"Whilst [jelly sandals] are still the perfect holiday sandal, we are seeing many of our customers buying to wear in the city," Martini notes. "Paired with jeans or some tailored trousers and a shirt, they add a pop of colour and a touch of insouciance to your look."

How to Take Care of Jelly Sandals

As Gilchrist said earlier, jelly sandals can be put through the wringer when worn for occasional bouts. To preserve the quality and shape of your sandals, especially if you're washing them off, Martini shared a few pointers.

"Make sure to rinse the salt off with tap water after going to the sea. Don’t leave them for hours under the sun when not wearing them. Ensure they are clean and dry before you store them in a box," she advises. "Humidity doesn’t help!"

How to Stretch Out Jelly Sandals

Depending on which style you get and factoring in the type of material used, particularly if the shoes are made out of rubber or plastic, jelly sandals can be a slight pain to break in. If the thought of having a polymer substance rub against your soles already seems bothersome, there are some methods you can take to avoid this altogether.

"Feet tend to swell in the summer, so it’s better to take a half size up if you find them too tight when you first try them on," Martini advises. Another thing of note is that jelly sandals don’t expand with wear. "The initial stretch will remain ever after," she adds. But if you're looking to wear them as your go-to beach shoe on your next European Summer holiday, opt for your regular fit. "If you buy them only for swimming, I recommend buying your normal size because if they are not tight on your feet, you might lose them, and we don’t want that!" Here's to avoiding fishing shoes from the bottom of the sea floor à la Kim Kardashian and her "$75,000" diamond earrings.

Jelly Sandals on the Runway

The Row's Mara flats are no doubt the blueprint for the return of jelly sandals this summer. Though they've only just recently become available to buy, they debuted in the spring 2024 collection where they were styled alongside billowy maxi dresses and long, flowy layers.

The jelly sandals appeared in several looks in this runway collection, including in clear, black, and aquamarine iterations. All three colours are now available, including a bright scarlet addition to the Mara lineup.

While the colourful versions tap into our collective nostalgia for the '90s, the black pair are sleeker and more elevated and from afar look similar to some of the fishnet flats we've already been seeing all year.

Jelly Sandals on Social Media

Style Notes: A closer look at the viral Mara flats in the vibrant cobalt-blue shade.

Style Notes: This Mediterranean Sea-coloured shade might be synonymous with The Row, but woven cobalt styles are also offered at brands like Ancient Greek Sandals, Free People, Zara and Matisse Footwear.

Style Notes: Don't forget—jelly sandals don't have to be strappy or coloured, either. New York-based influencer Lizzy Hadfield's The Row transparent slingback sandals might be among one of the most unique and stylish takes on the trend.

Style Notes: There's really no rules for styling jelly sandals. Their versatility has lent itself to mainstream appeal, making them able to be paired back with gorgeous summer dresses and trending shorts alike.

Style Notes: Even pieces as simple as satin hot pants and black t-shirts are elevated through the addition of this candy-like shoe.

Style Notes: Red flip-flops are becoming the footwear style du jour. But to really embrace the trend, skip The Row's viral Dune flip-flops for a lollie-esque pair like the Ancient Greek Sandal style.

Style Notes: Fashion people are taking cues from The Row's styling with this trend and marrying the kitschy shoes with sleek, minimalist staples like maxi dresses.

Style Notes: Summers spent in the city call for shoes that are hot weather-approved but not necessarily trainers. Jelly sandals all of a sudden feel like the perfect answer.

Style Notes: Classic jelly shoes are equally rearing their heads again this summer, so expect to see the '90s-inspired styles just as much.

Style Notes: The jelly-like material takes the whole mesh flats trend to entirely new levels.

Style Notes: Wear them as you would other flat sandals (aka with jeans and a cool top).

How I Tested the Best Jelly Sandals

Gilchrist selected the best jelly sandals based on affordability, accessibility and ease. Throughout her career, the Sydney-born, London-based writer has tested numerous sandals, so when it came to this review, she revisited her former favourites along with new launches and unexpected styles. After investing in a pair she found would resonate with theBest Knockoff Luxury Clothing readership the most, she checked them for quality and comfort by wearing them over several weeks, including to after-work drinks and farmer's market strolls. Only after clocking upward of 20,000 steps in them did she share her review and recommendations.

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