Pink and more pink: Barbiecore is Czechia's hottest summer trend

As summer temps hit Czechia, shoppers are ready to suit up for the season with sales of sandals, swimwear, and dresses on the rise. The Czech Press Office (ČTK) polled retailers last week and reports that, while year-on-year demand is slightly slower this year in terms of sales, summer fashion trends are moving in a colorful direction.

A number of clothing outlets say the summer's most highly anticipated movie is keeping the fashion space in the pink. In July, Barbie will open in Czech cinemas, and some are already dressing for the part.

Glami.cz brand manager Eliška Hynková predicted summer's biggest fashion trends in Czechia, among them print dresses in airy fabrics paired with comfortable and elegant ballerina wedges. But the most notable trend of all? Think pink. "There's a name for this trend," said Hynková. "Barbiecore."

She reports high demand for women's shorts and sunglasses, and men's swimwear in early May. As summer, and the need for apparel befitting the beach house, closes in, women's swimwear has taken the lead, with sales of suits doubling over previous weeks.

Pink fever aside, Hynková describes the summer outfit du jour as a denim maxi skirt with a low-slung waist, combined with minimalist top straw accessories, and wedge shoes. Transparent tops and dresses or fringey pieces are also swinging onto the scene.

Online retailer Zoot confirmed that sales of summer clothing and footwear have risen alongside sunny temps. Brand manager Simona Poláková said that compared to last year, demand is reviving more slowly, due to the late onset of spring weather.

Poláková said that Zoot shoppers of both sexes are snapping up "dresses, tank tops, swimwear, and open-toed shoes." And while Czech customers will be flashing bold colors (blue, orange, and green) and prints this season, she confirms that pink is the new hue of 2023.

No matter what palette you pick, according to Poláková, this year's summer wardrobe must-haves also include linen and muslin dresses, leather strappy sandals, and a colorful midi-waist skirt.

And what about Ken? "In men's fashion, it's a linen shirt in natural colors or a blouse with tropical motifs," she said.

Demand for summer essentials – dresses, sneakers, t-shirts, and shorts – is starting to pick up but still isn't quite as high as last May, when the weather was warmer, said e-shop Zalando. But as temps heat up, the retailer predicts that pool-party pieces such as psychedelic prints, wide-leg pants, and large sunglasses will be in fashion this year.

Zalando reps also noted that while "neo minimalism with sophisticated cuts and delicate silhouettes in neutral, muted color palettes and unexpected textures that revive the classics is in fashion" will have their day in the sun, endless shades of pink, with a hint of lime, will own the summer.

Barbie opens in cinemas on July 20. Listen to Barbie and Ken speak Czech in the newly released Czech trailer for the film, directed by Oscar-nominated writer-director Greta Gerwig and starring Oscar nominees Margot Robbie and Ryan Gosling as Barbie and Ken.