Over the last week or so, a trifecta of 2021 It girls—Bella Hadid, the actress Diana Silvers, and Second Daughter turned newly-minted IMG model Ella Emhoff—have been posting on social media in the same crochet knitted hats. Hadid’s was red and yellow, worn with a kitschy Noughties Playboy bikini in some far-flung beach locale. Silvers paired a blue, flower-printed hat with a tank top emblazoned with a photograph of baby Björk. And Emhoff has worn several variations, including a green checked number.
The hats are the hand-made creations of US-based brand Memorial Day, a niche new label that is swiftly attracting a cult following online. So cult, in fact, that you can’t get your hands on one of their bucket hats (or their hand-crocheted bikinis) for love nor money. Each creation on their hyper-curated website is sold out, despite the not-insignificant $125 price tag.
The trend speaks to a broader shift in the fashion industry over the last 18 months, from the kind of aspirational Scandi minimalism embodied by hyper-chic women like Rosie Huntington-Whiteley and Elin Kling, to a more playful, youthful aesthetic. The return of the elevated-gauche aesthetic first popularised in Noughties is seen everywhere from the return of ‘exposed thongs’ on the runway and among the A-list, through to the sudden ubiquity of velour, low-rise jeans, and Ugg boots.
Plus, on the runway, designers are falling back in love with crochet. At the recent fall winter ’21 shows, crochet cropped up everywhere from Jonathan Simkhai, who showed delicately knitted beige dresses and trench coats, through to Marni, Proenza Schouler, and Miu Miu. At the latter, Miuccia Prada modernised elegant silk slip dresses with playful crochet bralette details, proving the trend has serious high fashion chops.
Feeling playful enough to try out the trend yourself? Here, Grazia rounds up three alternatives to the Memorial Day crocheted bucket.