The Viral Strawberry Dress: How One Sweet Look Defined 2020

Discover the rise of the iconic strawberry dress, its cultural impact, and why it became 2020’s fashion sensation.

By Sneha Tete, Integrated MA, Certified Relationship Coach

Created on Sep 30, 2025

Discover the rise of the iconic strawberry dress, its cultural impact, and why it became 2020’s fashion sensation.

The Viral Strawberry Dress: A Sweet Icon of Fashion and Social Change

In a year defined by lockdowns and a search for comfort, an unexpectedly whimsical fashion creation burst onto the scene and took social media by storm: the viral strawberry dress. Its pastel tulle and glittery strawberries transformed from a playful Instagram favorite into a symbol of self-expression, inclusivity, and digital-age style. The dress, designed by Lirika Matoshi, became much more than a garment—it became a cultural phenomenon, breaking fashion standards and inspiring fierce conversations about beauty, body positivity, and the power of internet trends.

What Is the Strawberry Dress?

The strawberry dress is a midi-length tulle frock, soft pink in hue and adorned with glitter-covered red strawberries. Its design features a full, flowing skirt, puffed ruffle sleeves, and a belted high waist. The dress manages to evoke both romantic vintage vibes and modern internet aesthetics, blending pastel cottagecore with playful, maximalist fashion.

Designer: Lirika Matoshi
Materials: 100% polyamide tulle, PVC glitter, environmental-protection glue
Price Point: Around $490, available in sizes XS to XXL
Signature Details: Deep V plunging neckline, puff sleeves, tie accents

As Matoshi herself described in interviews, the dress was inspired by nostalgic childhood memories, happiness, and the simple beauty of nature.

How Did the Strawberry Dress Go Viral?

The strawberry dress truly broke through in the summer of 2020, but its viral moment was months in the making:

Red Carpet Debut: In January 2020, plus-size model and body-positivity influencer Tess Holliday wore the dress to the Grammy Awards, instantly creating buzz both positive and negative.
Social Media Explosion: By mid-2020, TikTok and Instagram were flooded with images and videos of people—celebrities, artists, influencers, and everyday users—wearing the strawberry dress or creating art inspired by it.
Google Trends: Interest in the strawberry dress rose by 100% over the summer of 2020, fueled by viral challenges, fan art, and memes.

Lockdown culture and a desire for ‘escapist’ fashion helped the dress surge. It offered a fantasy of sweetness and joy during a dark time for many, juggling whimsy with digital savvy.

Tess Holliday and the Body Positivity Controversy

While the strawberry dress was widely celebrated, its journey highlighted deep-seated issues in fashion and culture. Tess Holliday, wearing the dress to the Grammys, faced harsh criticism—much of it rooted in body shaming:

Worst-Dressed Lists: Media outlets and social commentators labeled her outfit as a ‘fashion mistake,’ with some suggesting such designs were not ‘appropriate’ for plus-size figures.
Online Reactions: Social media was split between those who praised Holliday’s confidence and those who mocked the look. Holliday herself called out the double standard, noting that when ‘skinny’ users wore the dress on TikTok, it was celebrated instead of criticized.

Her viral tweet and Instagram posts sparked body positivity debates. Supporters rallied behind her, wearing the dress as a statement against beauty standards and celebrating fashion for every body type.

Why Did the Dress Capture the Internet’s Imagination?

The viral moment was more than aesthetic—people connected emotionally and culturally. Several factors explain the phenomenon:

Visual Appeal: The soft pink color and sparkly strawberries are instantly eye-catching. It’s playful and visually unique among the sea of minimalist styles.
Escapism: During lockdown, people yearned for optimism. The strawberry dress became a ‘feel-good’ symbol—a literal bright spot in gloomy times.
Cultural Resonance: Strawberries and pastel tones are familiar in Japanese Harajuku and South Korean K-Pop fashion, tapping into global cute/kawaii trends.
Inclusivity: The airy, forgiving silhouette and bold design made it approachable for different body types, challenging traditional standards.
Artistic Inspiration: Fans, illustrators, and designers began creating digital art, fanfiction, and countless accessories styled after the strawberry motif.

Social Media and Strawberry Dress Memes

Social platforms like TikTok and Instagram changed how trends emerge and spread. The strawberry dress provides a textbook case of viral, user-driven fashion:

Art and Illustration: Artists drew favorite pop culture characters donning the dress. Fan art galleries multiplied across platforms.
“Strawberry Dress Challenge”: TikTok creators posted videos trying on the dress, sharing reactions and transformations.
Accessories and Spin-Offs: From strawberry-printed face masks to hats and phone cases, the motif was everywhere.
Cottagecore: The dress’s nostalgic, rural fantasy style fit perfectly into the “cottagecore” aesthetic—a major lockdown trend itself.

A Table: Strawberry Dress Moment Timeline

Month	Event	Impact
Jan 2020	Tess Holliday wears the dress to Grammys	Negative press, body-shaming controversy
Mar 2020	Fashion blogger Blair Eadie features dress	Large following, positive social buzz
Summer 2020	Dress goes viral on TikTok & Instagram	Major internet meme, fan art explosion
Aug 2020	100%+ Google Trend uptick	Peak popularity globally

Strawberry Dress in Context: Retro, Kawaii, and Artistic Trends

Strawberry prints and pastel aesthetics aren’t new in fashion:

Japanese Harajuku: Strawberry patterns are popular in oversized hoodies, t-shirts, and accessories in kawaii street style.
K-Pop Fashion: South Korean stars have embraced whimsical fruit motifs in music videos and tours.
Y2K & Vintage: The silhouette and pastel color owe debts to early 2000s fashion and vintage romance.

Lirika Matoshi’s dress elevated these trends from niche to mainstream, giving “cute” style aspirational credibility.

Designer Spotlight: Lirika Matoshi

Lirika Matoshi, a Kosovo-born designer now based in New York, describes her work as inspired by youth, nature, and a sense of magical nostalgia. Her designs are known for being dreamy, visually rich, and inclusive. Matoshi’s statement regarding the strawberry dress emphasizes a desire to create wearable happiness and a celebration of everyday beauty.

Other iconic works: Glitter-adorned mesh, floral motifs, and statement accessories
Brand voice: Optimistic, whimsical, and captivating for all genders and body types

Impact on Fashion and Pop Culture

The strawberry dress didn’t just sell out—it reshaped ideas about what makes a trend, who gets to participate, and how high fashion can meet street style:

Inclusivity: The viral moment forced brands and consumers to confront issues of body politics and representation in fashion.
DIY & Accessibility: Many TikTokers and artists made home-sewn versions, suggesting fashion can be participatory and creative, not only exclusive.
Shift Toward Whimsical Style: The dress helped boost playful motifs, pastel colors, and maximalist looks after years of minimalism.

Accessories and Spin-Off Trends

The strawberry motif crossed into other style arenas during and after lockdown:

Face masks with strawberry designs
Enamel pins and jewelry
Digital filters and AR fashion on social apps

Designers and fans riffed on the theme, spawning a mini-industry of strawberry-themed looks.

Frequently Asked Questions (FAQs)

Q: Why did the strawberry dress become so popular?

A: The dress’s whimsical design, viral TikTok/Instagram challenges, and the zeitgeist of lockdown escapism all fueled its fame. Its inclusive sizing and resonance with ‘feel-good’ cottagecore aesthetics made it universally appealing.

Q: Who designed the strawberry dress?

A: Kosovo-born designer Lirika Matoshi, now based in New York, created the dress, drawing on childhood inspiration and nature themes.

Q: What did Tess Holliday’s Grammy appearance mean for the dress?

A: Holliday’s red carpet appearance made the dress a flashpoint for discussions about body positivity and double standards, helping it become a symbol of empowerment and acceptance.

Q: Are strawberry prints a new trend?

A: Strawberries and pastel motifs have a long history in Japanese Harajuku and K-Pop fashion, but the viral strawberry dress brought these aesthetics into mainstream Western fashion.

Q: Where can I buy or recreate the strawberry dress?

A: The official dress is available from Lirika Matoshi’s website, though DIY versions and inspired pieces have also proliferated through Etsy and TikTok tutorials.

Conclusion: Why the Strawberry Dress Still Matters

The viral strawberry dress is more than an internet trend—it represents a shift in fashion toward inclusivity, creativity, and community. It challenged beauty standards, inspired artistic expression, and proved that a single sweet, sparkly garment could empower diverse voices. In a year marked by uncertainty, the strawberry dress showed how digital culture could bring joy, self-expression, and solidarity, dressing both bodies and imaginations in hope.

References

Author

Sneha TeteBeauty & Lifestyle Writer

Sneha is a relationships and lifestyle writer with a strong foundation in applied linguistics and certified training in relationship coaching. She brings over five years of writing experience to thebridalbox, crafting thoughtful, research-driven content that empowers readers to build healthier relationships, boost emotional well-being, and embrace holistic living.

Read full bio of Sneha Tete