Three years after declaring the death of florals, John Lewis has discovered a new print that is making a splash among shoppers. At the launch of its new high summer collection, the retailer said fish were quickly becoming its customers’ catch of the day.
From sardines and sprats to crustaceans including crabs, its latest haul across fashion and homeware is rich in fish prints and shapes. Sales of starfish-shaped earrings are up 300% month on month, while high demand for a silky blue skirt smothered in shoals of fish has resulted in a waiting list. In homeware, sales of a set of glass tumblers that stack together to form the shape of a fish are up 400%, while a “gluggle jug” – a ceramic pitcher shaped like a fish that makes a gurgling sound as the water is poured – is becoming an outdoor dining essential. Sales of versions from Wade Pottery are up 129% month on month.
