We're So Vegan Right Now: Fruit Is Trending in Fashion

It’s a hot day, you’re at a friend’s barbecue and, bless her, she’s carved up a watermelon to keep you cool. You start to wolf down a piece, and said friend slaps it out of your hand. What—you’re not supposed to eat it? If you even have to ask, then you obviously haven’t been doing your Instagram homework—#watermelondress is taking over feeds, and it involves (you guessed it) watermelon slices masquerading as dresses.

Let me explain. Some genius has realised that holding up a slice of watermelon to a person’s chin while standing a few metres away makes them look like they’re wearing a (rather delicious) red dress. Babies, men, dogs—they’re all at it, posting pics of watermelon wedges that have been carefully nibbled into dresses with sweetheart necklines. One boy even fashioned himself a watermelon jumpsuit.


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Watermelons are in high demand this summer—and not just the kind you get in Tesco. According to the global fashion search engine Lyst, searches for watermelon are up 140% year on year. Skinnydip’s floating watermelon phone case is currently the most popular item (£18). Lazy Oaf’s £58 watermelon swimsuit—the scarlet body is covered in black seeds and has luscious green frills at the hips—is all but sold out. There was also a spike in searches for “watermelon shorts” in the 48 hours after Lily Allen wore a pair to Glastonbury.


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But it’s not just watermelons in shopping baskets. Searches for “pineapples” have been at an all-time high over the last six months, with lemons, avocados and cherries not far behind. Harley Viera-Newton’s fashion line, HVN, has made cherry prints a mainstay for the A-list set all over the globe—like Lily Aldridge wearing the Jordan Dress (£490) above. Meanwhile, other new brands are coming to our attention thanks to this juicy trend: Take the Colombian jewellery designer Mercedes Salazar for starters—influencers like Man Repeller’s Leandra Medine can’t get enough of her Carmen Miranda–ready earrings.

Clearly a raw diet and green smoothies just aren’t cutting it—the fashion pack want to wear as well as eat their five a day (and they say they aren't bananas). So go through the gallery below to shop the tastiest pieces, from & Other Stories to Prada.

For the part-time trend hunters out there, this is a subtle take.

Ganni’s fruity tees have the street set’s approval.

Make the most of strawberry season with these diamanté-studded danglers.

When life gives you lemons, just hope they’re on a fabulously flattering piece from Aeryne.


Pinning this paste cherry brooch onto denim jackets will satisfy sweet tooths.

Designer makeup bags can easily be regular bags. 

This printed pineapple smock from & Other Stories is ripe for remote island getaways.

The rarely spotted pear makes an appearance on Kayu’s embroidered straw clutch.