Millennials and older Gen Zs are no strangers to jelly shoes. Sandals made of hard-wearing PVC, they were a childhood staple that now evokes memories of blisters, sweaty feet and probably a bit of pain.

So, you can imagine our surprise when jelly shoes made a big comeback last year. Pioneered by Mary Kate and Ashley Olsen's fashion label, The Row, we first saw the Mara Shoe on their spring/summer 2024 runway. A little different to the classic T-bar sandal with its netted PVC toe, these were more of a ballerina-style that cut below the ankle , culminating in an interlaced, gelatinous PVC upper. It was peculiar, yes, but the fashion girlies were captivated.

And now, the jelly shoe has lasted for another summer. Various styles that have taken inspiration from the Mara Shoe and the jelly

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