The Algorithm Loves Them, and Celebs Back Them: 8 Viral Buys Everyone Is After

Fashion’s major PR firms work hard, but the algorithm works harder. No matter how much marketing budget the fashion world may drum up, an item’s popularity sometimes does come down to the unpredictable whims of our social media feeds to determine what gets pushed out to an audience of millions versus what gets lost in the shuffle. All summer long, our social feeds have been prioritizing a number of fashion items that, along with their fashion-editor stamp of approval and celebrity buy-in, are officially the hottest buys of the season.

Whether it’s the newest Prada tote that Gigi Hadid brought on vacation with her or the $36 accessory that everyone is styling with their bikinis right now, we’ve identified eight viral summer fashion items that are not only popular on Instagram and TikTok but have also won over the A-list crowd. Ahead, discover which items are going viral and who’s worn them and shop each one.