Primark has revived the jelly shoe, a popular 1990s fashion staple, with both affordable and high-fashion versions prompting varied reactions on social media.
Primark has revived a nostalgic fashion staple, the jelly shoe, which was a must-have item during the 1990s, now available in stores across the United Kingdom. Shoppers can find two distinct styles of these plastic footwear options: a classic fisherman design complete with an adjustable buckle for a custom fit, offered in both a black shade and a silver option embellished with glittery flecks. Both styles are priced at £7. In addition, a more mature version styled like a ballet flat is also on offer, available in blue or clear, and priced similarly at £7.
The revival of the jelly shoes has elicited a range of reactions on social media platforms. Notably, Welsh fashion enthusiast known as keepin_it_katie shared her excitement on TikTok, expressing nostalgia for the shoes from her childhood. “The return of the jelly shoes… again! My inner seven year old is wheezing!” she exclaimed in her video, showcasing a pair she discovered in a Primark store. Her enthusiasm was palpable as she enthusiastically declared, “Shut the f*** up. Look what I’ve just found in Primark. I’m got to go and see what other colours they’ve got.”
However, the reception hasn’t been universally positive. Some TikTok users remonstrated against the jelly shoe’s comeback, sharing their less favorable memories associated with the footwear. Comments included concerns about discomfort, with one user noting, “The blisters. The me slipping because of the foot sweat. I cannot relive this,” while another recounted an incident of dislocating a shoulder due to a fall while wearing them.
Despite the mixed reactions, there is a significant portion of the audience that welcomes the stylish throwback, with one user cheerfully declaring, “Take my money,” signaling eagerness to purchase the shoes.
This revival of jelly shoes coincides with a high-fashion release from The Row, the renowned fashion label founded by Mary-Kate and Ashley Olsen. Their new jelly-style plastic shoe, termed the Mara flat, is priced at a steep $890 (£690) and features an intricate open woven pattern that exposes certain areas of the skin. Launched as part of its Pre-Fall 2024 collection, the shoe includes a corkscrew insole and is available in a variety of colors, including bold red and light ocean blue, which marks a departure from the brand’s typical understated aesthetic.
The emergence of both Primark’s affordable reintroduction and The Row’s luxurious iteration of jelly shoes illustrates the enduring influence of this nostalgic trend, appealing to a broad spectrum of consumers with varying preferences for style and budget.
Source: Noah Wire Services
