Are you ready for this jelly?
No longer the stuff of an Eighties beach holiday, jelly shoes have been revived – just don't forget to pack your plasters
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For those of you who don't remember them from first time round, jelly shoes were the height of cool in young girls' fashion during the late Eighties and Nineties. For those who do recall their fabulousness, jelly shoes doubtless conjure up fond memories of playing on the beach and paddling in the sea. And getting blisters.
Jelly shoes were not only useful (seaweed and fish can't touch your feet in these!) but thanks to a British company named JuJu, which was founded in the Eighties, they were considered pretty stylish too. And, in keeping with the current revival of all things Nineties, jelly shoes are enjoying something of a resurrection too.
This season, JuJu has teamed up with another British institution, designer Margaret Howell, known for her respect for classic design, to collaborate on a pair of jellies for her second line, MHL. Needless to say, in her hands the jelly shoe has been scaled back to basics: no luminous, glitter or bubble-gum colours here. They're utilitarian and transparent, with a nearly flat heel. The perfect accompaniment to Howell's laidback, yet meticulous, attitude to dressing.
Vivienne Westwood too has enjoyed a long partnership with Brazilian footwear brand Melissa, teaming up with it on a range for her Anglomania label. And, unsurprisingly, they aren't your run-of-the-mill jellies. Rather, plastic glitter court shoes, sling-back heels with oversized heart decorations and moulded ballet flats all feature in the line.
And the high street has followed suit: everyone from Office, New Look, Dune and Topshop has dipped their toes in the trend for summer, offering everything from thong sandals to cut-out pumps. Just bring your own ice cream.
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