Fish prints and shapes gain popularity among UK shoppers this summer
The Story
UK retailers are reporting rising sales of fish-themed fashion and homeware items for summer 2026, according to a single-source report from The Guardian. John Lewis, Asos, Anthropologie, and Accessorize are among stores featuring fish prints and shapes in their collections. The trend is linked to a growing interest in tinned fish, the article states.
Key Facts
- John Lewis launched a new summer collection featuring fish prints and shapes, including sardines, sprats, and crustaceans.
- Sales of starfish-shaped earrings are up 300% month on month.
- A silky blue skirt with fish prints has a waiting list due to high demand.
- A set of fish-shaped glass tumblers saw sales increase 400% month on month.
- Sales of Wade Pottery’s “gluggle jug” ceramic fish pitcher are up 129% month on month.
- Tesco reported an 18% increase in sales of tinned tuna, attributed by the retailer to TikTok influencers.
- Asos reports oversized graphic T‑shirts with sardine and carp prints topping its bestseller list.
- Anthropologie offers fish-shaped hair clips and a beaded shoulder bag with sprat decals; Accessorize sells raffia bags shaped like fish.
- Farm Rio’s marine‑inspired prints are outperforming its botanical prints.
- Bettina Makalintal, senior reporter at food website Eater, says the trend allows people to signal political and social alignment.
- Melissa Marra‑Alvarez, curator at the Museum at the Fashion Institute of Technology, notes food patterns have been used historically in fashion, and says food is becoming increasingly polarised.
- Miranda Shanahan, brand consultant, says the trend taps into a wider “euro summer” aesthetic focused on a simpler, slower lifestyle.
Conflicting Reports
No conflicting reports identified in the source article.
Still Unclear
The article does not specify how long the fish‑print trend is expected to last.
Misconceptions
No widespread misconceptions addressed in the source article.
Key Figures
- Bettina Makalintal, senior reporter at Eater
- Melissa Marra‑Alvarez, curator of education and research at the Museum at the Fashion Institute of Technology
- Miranda Shanahan, brand consultant
Sources: The Guardian
