Because of the pandemic, fashion in the summer of 2020 has been pretty strange. Many of us haven’t worn anything but sweatpants for months and if we do wear something cute, it’s typically just to spice up our Instagram feed. However, in the midst of a global pandemic and plenty of political unrest, a frothy pink dress adorned with shimmering strawberries has taken over social media.
The strawberry dress was made by 24-year-old indie designer Lirika Matoshi in July of 2019, but it came into the attention of the mainstream when it was worn by Tess Holliday at the 2020 Grammy awards. TikTok took to the dress like moth’s to a flame, particularly those who belong to the Cottagecore community. Cottagecore is a growing subculture which revolves around a romanticism of a simple and serene life in a country cottage, which includes baking bread/pies, wearing feminine frocks, reading romantic literature and connecting with nature.
Searches for the strawberry dress exploded online during July and August, helping Matoshi to gain almost one million followers on Instagram. Many have flocked to the dress, if they can afford its $490 price tag, because it’s universally flattering. The dress is tea length, however, depending on your height it can hit mid calf or be floor length. It comes in the trademark light pink, as well as black, and Matoshi has released a corresponding collection of masks. Plus, it ranges from a size 0 (xs) to a size 18 (xxxl), which is extremely impressive for a small indie brand.
The strawberry dress is by far the most popular item in Matoshi’s collection, but her line includes a number of other whimsical dresses. Many of Matoshi’s dresses are made from a lightweight tulle and the NYC based designer has adorned her other frocks with stars, hearts, clouds, bows and pom-poms. Matoshi launched her fashion line in 2016, after moving to New York City at the age of 20. She’s originally from Kosovo, a small country in the Balkan region of Europe. She was inspired by her sister, designer Teuta Matoshi, to enter the fashion industry and today, Matoshi’s company is comprised entirely of women.
Matoshi’s strawberry dress may not be the most practical purchase, especially during a pandemic. But, we could all use a little sparkle and whimsy in our lives during these times.