A tulle, strawberry-embellished gown isn’t what you’d expect to go viral in 2020, but it has.
documented sightings of the off-the-shoulder chambray minidress from Zara. Two years later, a $50 polka-dot dress had its own Instagram andfeature. What these dresses had in common was an accessible price tag and an inoffensive design that was distinctive enough to be identified just as “The Dress.” If not for its ubiquity, neither would raise an eyebrow. It seemed like 2020 wouldn’t have “The Dress,” given that everyone is indoors, stocking up on masks, sweatpants, and Birkenstocks.
Despite everything, fashion trends haven’t come to a complete halt in 2020. First it was matching sweatpants sets, and then it was “the nap dress” . Matoshi first designed her dress in July 2019. As soon as she posted it to Instagram, it was popular. Model Tess Holliday wore a custom version of it to the Grammys in January, she referred to the look as “If Strawberry Shortcake & Lana Del Rey had a baby.
The dress also falls neatly in line with the rise of “cottagecore,” an aesthetic defined by rural bliss—picture a world in which you make your own jam and read Jane Austen on repeat. There’s a popular song on cottagecore TikTok called “Look at you strawberry blonde,” which pairs nicely with the dress. “Cottagecore is having a pretty big moment during the pandemic,” Anjum said. “Folks are romanticizing about nature and crafting.
Even though people are buying the dress, the quantities hardly register as mass. It’s more ubiquitous on social media than it is on the street. Unlike Zara’s chambray or polka dots, you’re probably not going to see it seven times on a walk. On TikTok, though, you’ll often see the dress under #cottagecore. Scroll through Twitter and you’ll also find anime and K-pop fan art and collages.
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