TikTok is not just great for controversies. The platform also undeniably impacts fashion, generating many trends that have come and gone. But one that’s coming back in 2024 is the Ocean Girl. The main reason behind this trend’s resurgence is the many surfing, nature-based travel, and oceanic influences on the men’s S/S 25 runway.
Women are following suits with the Coconut Girl style. Even when many avoid trends, women with a little “coconut girl” inside them won’t resist this aesthetic. This article will dive deep into the ocean girl aesthetic, explain why it will trend (according to experts), and explore what businesses can expect from the trend in 2025.
Table of Contents
Why the Ocean Girl look will be everywhere in 2025
3 Ocean Girl trends that will be top-performing categories in 2025
Range planning for the Ocean Girl trend for Spring 2025
The color focus for the Ocean Girl trend in 2025
Rounding up
Why the Ocean Girl look will be everywhere in 2025
1. Fiji, Costa Rica, and Thailand: The ultimate Ocean Girl destinations in 2025
The Ocean Girl aesthetic, which embraces a deep connection to nature, water, and coastal living, fits perfectly with the rising appeal of travel destinations like Fiji, Costa Rica, and Thailand. Their stunning beaches, rich marine life, and eco-friendly adventures offer the ideal setting for those who want to embrace the Ocean Girl vibe fully.
2. Consumers are seeking more authentic ways of dressing
Global uncertainty is at an all-time high, pushing many people to seek authenticity and comfort in simpler, more grounded ways of living. This desire has also led to the popularity of the Ocean Girl aesthetic due to its focus on natural beauty and comfort. The trend speaks to those craving realness, making it even more powerful for today’s consumers.
3. All over the men’s S/S25 runway
Surf’s up on the menswear runway! Dolphin and coral motifs were big hits in Spring/Summer 2025 collections from Gucci, MSGM, and Zegna, making ocean-inspired trends one of the lop styles to look forward to. This embrace of coastal culture also fuels the Ocean Girl look’s mainstream appeal.
3 Ocean Girl trends that will be top-performing categories in 2025
1. Starfish
Jewelry was the leading trend in S/S 24, with starfish designs making up 68% of new arrivals, compared to 51% in 2023 (according to data from EDITED). Earrings and necklaces were especially popular, with 54% and 55% of new pieces selling out during the season.
The same report shows that while gold was still the most stocked finish, its popularity dropped by 14% year over year. On the other hand, silver gained more attention, allowing the finish to capture 19% of the jewelry assortment—though gold still holds 53%.
Additionally, apparel didn’t blow up like jewelry. Starfish placement motifs only performed well at ASOS but received minimal investments from other areas. However, swimwear saw some growth as hardware clasp details (like starfish) became more popular than prints.
Looking ahead to Spring 2025, businesses can expect to see a better focus on silver over gold, embellishments, large-scale prints, clasp detailing, metalware, swimwear, rope necklaces, oversized studs, and placement motifs.
2. Shells
According to EDITED’s report, pearl and snail-shaped shells were among the top sellers in S/S 24. They dominated pendant necklaces made with rope, beaded materials, as well as drop and stud earrings. Interestingly, gold was the top finish of the season, accounting for 53% of sold-out styles in earrings and necklaces.
However, shell beads were also popular in S/S 24 thanks to their heavy tapping into beachy themes. They also had the most sales at Zara and Free People. Although consumers didn’t invest much in bags, 64% of the 14 styles released in S/S24 sold out, proving the designs were a huge success.
So, what will spring 2025 be like for this trend? Fashion brands can expect more coordinating sets, large-scale painted prints, embroidery, sheer fabrics, lightweight knits, charm necklaces, rope necklaces, bags, and swimwear.
3. Hibiscus flowers
Floral saw a decline in S/S 24, making up just 16% of apparel patterns compared to 27% in 2023. However, EDITED’s report shows the hibiscus flower made a surprising entrance across various categories, with a 425% increase in tops year over year. Nevertheless, the available selection remained limited.
Free People was a leading brand in this trend. It increased its hibiscus options by 28% year-over-year, with 35% of those items selling out. More importantly, tank tops and T-shirts were the most popular sold-out items.
In contrast, accessories offered plenty of inspiration. Flower hair claws emerged as bestsellers at Pull&Bear and Boohoo, with new arrivals up 52% YoY. Other must-have items for the ocean girl included mini flower clips, bags, crochet hats, and phone cases.
Spring 2025 will continue this trend for hibiscus flowers. So, businesses can expect to see their inspiration on sets, tank tops, graphic T-shirts, large-scale florals, hair claws, mini hair clips, crochet, and flower stud earrings. They will feature bold colors like pinks, reds, aqua, totes, and yellows.
Range planning for the Ocean Girl trend for Spring 2025
1. For the accessories category
For S/S 25, fashion brands should focus on creating a mix of dressy going-out styles and laid-back surf-inspired looks. As for occasionwear, prioritize gold for shell and starfish jewelry, and consider expanding into accessories like bags. Businesses can also create surf-themed collections with a splash of color by featuring hibiscus hair clips, crochet pieces, and vibrant sunglasses.
2. For the apparel category
Although clothing saw minimal investment in S/S 24, 2025 presents an even bigger opportunity for the category. Fashion businesses should focus on graphic T-shirts and tank tops featuring shell, starfish, and hibiscus designs as the main attraction. They can also consider adding coordinating sets and dresses with large-scale florals or sheer fabrics with embroidery details for vacation collections.
3. For the swimwear category
Swimwear with aquatic prints featuring underwater scenes, coral, and shell motifs was a massive trend at S/S 25 Miami Swim. Its influence spread to bikinis, kaftans, and shirt-and-short sets. Hence, if consumers want a touch of glam, businesses should consider adding shell clasps in gold and silver or embellishing straps with beads and shells to capture the surfer vibe.
The color focus for the Ocean Girl trend in 2025
Following its prominence at the Jacquemus Fall 2024, experts say Aqua will be the standout color for 2025. The hue appeared in 36% of the showcased outfits, including dresses, skirts, bags, and headscarves.
The color trend gained momentum thanks to celebrities like Dua Lipa, Greta Lee, and Anne Hathaway, who embraced shades of blue in S/S 24. According to EDITED, despite overall arrivals of aqua dropping by 7% year-over-year in S/S 24, swimwear saw a 28% spike compared to 2023.
The same report also says swimwear will continue to be a key focus for the color. Occasionwear and beachwear, especially in sheer fabrics, are excellent opportunities for fashion businesses to expand on this trend.
Rounding up
Ocean Giri is coming back strong in S/S 25 with many aquatic influences. Starfish motifs, shell details, and hibiscus accessories are already showing strong growth and will serve as the core style for the Ocean Girl aesthetic. However, businesses can also consider dolphin and anchor motifs for an even more diverse S/S 25 Ocean Girl collection.
Remember, not everyone will be an Ocean Girl in 2025. So fashion businesses must target the right customers using these personas: Beach Babe, Mermaid Glam, Ahoy Sailor, and Aqua Splash.
