“It’s very amazing, as an artist, that the whole point of my idea is appreciated like this,” she says. ![]() ![]() While Matoshi says that sales of her strawberry dress have spiked over 1,000% in the weeks since late July, one unusual element of the dress’s popularity is the way it has accrued a fandom of young people who have found creative ways to enjoy it without necessarily ever purchasing or wearing it themselves, something she's incredibly humbled by. This content can also be viewed on the site it originates from. People designed its virtual likeness in Animal Crossing. It was on Twitter, where stans started photoshopping it onto pictures of Harry Styles and incorporating it into anime fan art. It was suddenly on TikTok, where young women giddily unboxed it or demonstrated how they sewed their own versions at home. While I was doomscrolling under my duvet, the strawberry dress was busy putting out runners. It was August by the time I spotted the strawberry dress again. Then the pandemic struck, and I-like many-forgot about all clothing beyond my oversized tees and sweatpants. ![]() Created by Kosovo-born, New York–based designer Likira Matoshi, the Strawberry Midi Dress (known online as simply “the strawberry dress”) looks like something a fairy would wear in a midsummer’s hallucination. It’s spun sugar with a low-cut hint of spice-a little bit campy, aggressively cute, pure feminine serotonin in garment form. I wondered whether I could justify buying such a piece given all the weddings I was set to attend. I first saw it on Instagram in January-a dress the color of rosé with puffed sleeves and ruffled tulle, dappled with sparkling, scarlet strawberries.
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