Rachel Syme reflects on the resurgence of jelly shoes, a nostalgic trend that first captured youth in the 90s. The author recounts her own experience of acquiring a pair of jelly sandals, highlighting the struggle between practicality and social acceptance in teenage fashion. As jelly shoes re-emerge in contemporary retail, this wave of popularity is notably led by adult women, fueled by memories of playful childhood and the enticing affordability of these whimsical, brightly colored shoes. Retail giants are quickly adapting to this trend, offering an array of styles to cater to the growing demand.
'You never forget your first pair of jelly sandals. I got mine when I was thirteen, in the mid-nineties, at a discount-footwear emporium in Albuquerque.'
'What makes this craze different, perhaps, is that grown women are leading the charge for cheap plastic thrills, shopping their way through an intense nostalgia wave.'
'Jellies are the closest thing to footwear candy: bright-colored, low-cost, empty-caloried. But the craving is insatiable.'
'Nearly every national retailer has a take: Old Navy sells them, so does J. Crew, Target, ASOS, the Gap, Tuckernuck, Vince, and Zara.'
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