In summer 2017, social media gave birth to the Instagram hat. And what a jolly thing it was, brightening up our feeds with embroidered messages and far-flung sun-soaked destinations for a backdrop. Everyone who went on holiday last year probably had a big, photogenic sunhat of some variety. Since then, like all healthy trends, the idea has multiplied and grown—with this particular accessory literally expanding in size as much as it has popularity.
Perhaps one of the most regrammed shots of 2018 to date is a photo of a Jacquemus model wearing a giant sun hat. Kneeling with her back to the camera, heeled sandals on, cocktail in hand and mini green bag digging into a black sandy beach, this moody fashion snap seems to have captured the imaginations of many. The vibe—slightly undone, a little bit retro and somewhat risqué due to the sheer dress—has clearly struck a chord in what has otherwise been a chaotic time. The idea of a day spent in 30-degree heat followed by a beautiful dusk (and even better cocktails) sounds amazing. The kind of life where you’d need such a fabulous hat also sounds great—and in addition to the circulation of this shot all over the internet, the sales of the £332 Jacquemus hat have been equally impressive, with the sold-out piece finally coming back into stock on the Jacqeumus website this week.