Usually I start my trend-led posts with something like: „I’ve always loved this or that and now, it suddenly happens to be in fashion. Hallelujah!“ Gingham is different. I don’t think I can truthfully claim to have been a life-long fan of the pattern: it has never felt particularly exciting and has a rather conservative, prim undertone. If you know anything about me, you know that I’m not big on conservatism.

The Zeitgeist has worked its magic, however, and suddenly gingham seems like the most exciting thing ever: cheerful and fresh and just right. Partly it’s because the current gingham IS more interesting than the gingham of the past: it comes in more colours and in more innovative, often quite edgy shapes. Still, I think it’s mostly an example of the workings of the fashion cycle that makes old things new and makes you lust after stuff you used to be indifferent about, if not outright hate.

As a result, I have bought what are possibly my first gingham pieces. The dress on the pictures is by Lilli Jahilo, the Estonian Modest Fashion Queen. Although still pretty classic, it’s a good example of how gingham can look new when the pattern is – for example – blown up. This was also among my first purchases from Lilli and I have to say I’m impressed. The cut is flattering, the quality is excellent and most importantly – the dress has pockets! Everything about her creations and the brand in general is very considered and carefully thought through, something I admire and appreciate.

If a Lilli Jahilo dress isn’t an option, there is much else to choose from this season. I also bought a scarf from Zara, pink socks from & Other Stories and if it had been available before my holiday, I would definitely have bought this Solid & Striped bikini. The problem here is – as with all trends – that all the excitement can turn into visual fatigue pretty much overnight and there is no telling when we might reach peak gingham. But until then, I’m going to enjoy it.