After The Row helped to propel a jelly shoe resurgence in summer 2024 with its viral netted flat, plenty of forces are continuing to keep the transparent (and controversial) footwear look of the 1980s and ’90s alive, including Skims and TikTok.

Kim Kardashian’s clothing brand, primarily associated with shapewear, has expanded into footwear with several different shoe styles, including a water-friendly jelly option. Set at a price of $58, the flat style — which is currently sold out — features ventilation holes and is available in a colorway called Clay. The shoe has proven to be popular on TikTok, in addition to other jelly styles appearing on For You Pages.

“For me, it feels like there is one main catalyst behind the resurgence of the jelly shoe; they provide a very healthy injection of fun into getting dressed,” celebrity stylist Leon Gray told FN. “At a time when we need as much fun as we can possibly find!”

Gray added, “The combination of the ‘Millennial identity’ becoming cool again and the launch of the Skims jelly shoes (aka Kim Kardashian’s Midas touch) has also created a perfect storm on TikTok, which is only further cementing the jelly shoes summer staple status.”

The jelly revival isn’t limited to just one brand. Style icon Rihanna got in on the trend through her Fenty line’s collaboration with Puma; the brands continued their relationship with a collection featuring the Cat Cleat Jelly slides, a thong sandal with cleats offered in neon colorways. Additionally, the Parisian brand Nodaleto collaborated with Melissa on a sandal and ballet flat collection, utilizing Melissa’s “Melflex” PVC material for both styles. Not to mention, Tkees and J. Crew got together to create a colorful collection featuring Tkees’ Mariana sandal, a T-strap style.

Gray commented, “Something I have found really interesting about the trend is the different ways brands are interpreting the jelly shoe identity to make them feel sophisticated whilst still maintaining their inherent sense of playfulness. Veronica Beard is a great example — they have done great heeled and flat versions in a whole array of colors!”

In addition to Veronica Beard, luxury brands such as Chloé and Giambattista Valli helped propel the jelly trend forward with shoes featured in their spring 2025 collections, presented in September. The impact of The Row’s flat can still be felt, but similar styles can be found at less expensive prices from companies like Steve Madden and Old Navy.

“It’s a very cute shoe,” Madden said when shown The Row’s style during an interview on “The Cutting Room Floor,” in which he guessed between his shoes and the brands he’s inspired by. “The shoe’s different. It’s not the same. I try not to do them exactly the same. We do get influenced, but a $700 plastic shoe — come on. Give me a break.”

Marissa Galante Frank, accessories and beauty fashion director at Bloomingdale’s, commented back in 2024 on the hottest spring 2025 accessories, bringing up Chloé’s footwear: “The Chloé jelly sandals perfectly captured the youthful spirit of the spring 2025 runways. They looked so fresh styled back to Chemena Kamali’s feminine and airy bohemian looks, marrying the two major themes of the season.”

Many TikTok users discussing the jelly trend have touched upon the nostalgia factor related to the shoe — people from multiple generations can remember wearing the style as children. Some recall the negative aspects associated with the shoes — jellies can cause blisters in addition to creating a sweaty environment for feet.

Another jelly shoe concern relates to the toxic material PVC (polyvinyl chloride), which is often used to create the footwear style, and its negative impact on health and the environment, though there are brands like Salter House, which uses hemp plastic in its Sandana Jelly Sandal, exploring more sustainable options.

Whether you love them or hate them, jelly shoes have made a place for themselves in summer 2025 fashion.