Shelling Out
The allure of oceanic life is creating a powerful tide amongst modern youth. Now that millennials have filled their apartments with plants, the next ripple in the biophilia trend is marine motifs and materials. Seashells, especially, are a key design element infiltrating the accessories, beauty and fashion industries. Driven by their desire to connect with the earth, their appreciation for natural beauty and their support for sustainable biomaterials, young consumers are creating closets full of cowries. Sea below to learn about three key brands leading this marine movement.
Nautical inspiration is flowing beyond fashion, straight into the beauty scene. Just in time for summer, Kylie Cosmetics debuted her “Under the Sea” collection featuring a range of marine-themed products. Complete with shell-shaped packaging, starfish patterns and an array of aquatic colors, her newest kit speaks to youth’s fascination with earthly beauty. Eye shimmer shade names include phrases like “Ocean Child,” “Seashell Kisses” and “Be Pacific.” With millennials living in cities and staring at screens, her newest collection gives them the chance to bring the beauty of the beach into their everyday makeup routines.
Tohum Design, founded by Verda Alaton, is pioneering the return of the puka shell, a 90’s icon. But these aren’t your average beach boutique souvenir necklaces. Sustainably collected from Africa, these shells are elevated with crystal embellishments, metallic accents and colorfully beaded details. The Google search term “seashell choker” rose 700% in the last 12 months, illustrating just how strong this current is! Fast fashion brands like Zara, H&M and Free People are further making coquillage accessories go mainstream, complete with ocean creature charms like dolphins.
Greek fashion designer Mary Katrantzou, recently debuted a collection called “Mary Mare," her first swim wear line in 10 years. It features all-natural fabrics with vibrant marine motifs like scallop shells, underwater creatures and her Mattel seashell print from her Spring / Summer 2019 anniversary collection. With a variety of pieces set as one-size-fits-all, Katrantzou says that “there are easy-to-wear fabrics that can cater to women of any size, to a broader audience.” This size-inclusive strategy resonates with modern youth because it embraces diversity, individuality and body positivity. Fellow luxury designers like Altuzarra, Gucci, Etro and Oscar De La Renta featured sea symbol prints or products in their latest lines.
Young consumers want to elevate their ensembles with elements straight from the sea. How can your brand offer an oceanic oasis? Water you waiting for?