Earlier this month, The New York Times published an article with the headline “It’s a Great Time to Be a Toe.” Yes, this summer is all about shifting attention to your feet — and not strictly by way of mesh flats or toe-ring sandals. The fashion set is taking things to the next level, stepping out in polarizing toe rings. Even style muse Leandra Cohen declared it a “toe ring summer” in an Instagram post, showing off her diamond bauble.

Louis Abel is one brand that jumped on the look this summer, having released its silver swirly Uzu Toe Ring in June. “It wasn’t a big planned move, more just following our curiosity and seeing what felt fun to explore,” founders and creative directors Jimmy Kamhieh and Hanna MW tell TZR. The duo has been pleasantly surprised by the response — the first batch sold out within a few days. As for why toe rings are blowing up? The trend may be fueled by the masses’ unwavering fascination with nostalgia. “There’s a ‘90s feel to them, and I think they’ve stayed popular in certain circles since then,” Kamhieh and MW explain. “It’s a small detail, but it makes a statement in a quiet, self-assured way,” they add.

The trend has undeniably been a bit of a slow burn, as a select few celebrities have been hell-bent on bringing them back for years now. Take Rihanna, who flaunted a whopping $600,000 toe ring from XIV Karats ahead of the Met Gala in 2023. Shortly after RiRi showcased her luxe bauble, Carla Bruni stacked various styles on her piggies for the 80th Venice International Film Festival. Bad Bunny is the latest celeb to give the jewelry trend a whirl. On July 15, the musician released his single “Alambre Púa” with an image of diamond rings on his toes.