Something's Fishy...Sardines Are Cool?
- liveLUSO
- Sep 30
- 5 min read
Updated: Oct 14
Sardines are the trend you didn't see coming. Find out how they reached peak cool girl status and check out our favorite picks.
Sardines are the trend we couldn't explain to vovó if we tried.
Pinterest predicted early on that the fisherman aesthetic would be a trend to look out for in 2025. Signaling they were right, searches for sardine-related terms on its platform exponentially increased including "sardine tattoo," which was up 80%.
Next came the official seal of approval from fashion and news outlets alike. High fashion publication Marie Claire said sardines were one of summer's "trendiest catches." Media conglomerates like USA Today and Martha Stewart proclaimed it was "sardine summer."
Just like that, the humble sardine evolved from a $3 tin that hid in the pantry to THE must-have accessory appearing on everything from designer handbags and sunglasses to luxury home decor and trendy clothing brands. Don't believe us?
Sardines become "fash-unnn"
Staud is credited with catapulting the sardine trend to new heights by turning its famous Tommy Beaded shoulder bag into a sardine tin that every woman wants to carry...for $295.
The upmarket Italian brand, Bottega Veneta, elevated our fishy friend to high fashion using it as a muse for its Sardine Logo Engraved Metal Sunglasses ($655) and an entire line of designer bags called Sardine — the most expensive of which is the Sardine Fringe Raffia Top-Handle Bag retailing for $9,400! For that price, you could eat a tin of sardines every single day for eight and a half years.
Despite the millions and billions of sardines in the ocean, retailers can't seem to keep it in stock. JCrew's sardine graphic tee...sold out. Anthropologie's sardine picnic tee...sold out. If you act fast, you might be able to snatch this sardine graphic pullover from Free People.
If you'd rather see sardines in your home and less on your attire, keep an eye out for sardine-themed ornaments and Christmas decor like Glitterville's sold out Sardine Christmas Ornament Display ($399!), crafted with hand-painted fiber pulp and a gold leaf finish.
How did sardines become so trendy?
Some say "sardine-core" is a sign of the times. Economic uncertainty and inflation, such as we've experienced in the last year, drive up sales of shelf-stable and inexpensive proteins like tinned fish.
And if we zoom out to the past few years, tinned fish have experienced a culinary renaissance. Chefs are embracing the "peasant's fish" like never before. And gourmet cookbooks, including Tin to Table, are teaching a new generation how to incorporate these briny bites into everyday meals.
Brands like Fishwife and JOSÉ Gourmet have also helped elevate the status of unassuming sardines... and its underwater brethren...with artisanal labels, vibrant packaging that doubles as artistic displays, and premium pricing.
Finally, the U.S. welcomed a tsunami of sardine enthusiasm in 2023 when The Fantastic World of the Portuguese Sardine opened a 1,000-square-foot emporium in New York City's Times Square!
Ride the wave of sardine-core with our favorite picks
All this sardine talk may seem like a silly trend that's destined to become a has-been. But if you ask us, sardines have staying power. And they're unequivocally cooler than Labubus — which may already be relegated to Furby status at this point.
Even if sardines drop down the scale of trendiness, we'll still be fans. Because when you're Portuguese, sardines never go out of style! Or at least, they'll never leave your plate.
Check out some of our favorite fishy finds that won't break the bank!
This adorable tin of sardines is so convincing that one buyer's husband threw it away!
If only he knew of the candle surprise inside. And no, it doesn't smell like sardines. This review says so: "Really cute — got it as a stocking stuffer for someone who loves tinned fish. Packaging is adorable and candle smells good (hints of sea salt)."
This pillow makes sardinhas look cute and cozy, don't you think?
More than just storage for your beauty regiment, this colorful sardine tin bag will put on a smile on your face too.
Skip all those hello beijinhos and life updates at the festa. Jump straight for the sardinhas.
Bordallo Pinheiro has an entire collection of sardine figurines. But this one inspired by Madeira and the Azores is our favorite! Totally looks like something the OG Bordallo Pinheiro (Raphael) would create today. Kudos to the artist, João Vaz de Carvalho!
Guaranteed to be the coolest float in the pool. Warning, these sardines don't swim in the ocean.
These coasters are the classy, subtle nod to your Portuguese heritage. They're made in Portugal. With cork. And feature an etched sardine pattern!
A teeny tin with a whimsical twist. Hinge open the pin for a reveal!
A true sardine queen LOVES sardinhas every which way...grilled sardines, tinned sardines, served whole or minced into pasta, simples or seasoned, stuffed in pão de milho — brindeira anyone?
"Once I saw the sardine print, I had to have them. They just make your routine feel so much more fun." — Official review by Jessica at Urban Outfitters
Forget four-leaf clovers and rabbit's feet. When you're Portuguese, sardines are our lucky charm.
Those pesky to-do lists and appointment reminders on your fridge or whiteboard? Your eyes won't be able to ignore them when held up by these salty assistants.
Transform your space with this colorful pattern of wild sardines!
This set of 4 linen napkins is an eco-friendly way to invite sardines to your table.
With a keychain, you can carry sardines with you at all times.
Raise a glass to your fellow sardine on a special occasion!
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