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.

Frasier Sterling Monaco Necklace

Over the past few months, I've spotted corded necklaces with pendants on all my favorite fashion people, from supermodel Elsa Hosk to Musier designer Anne-Laure Mais. Despite the vast number of options from high to low with this accessory, Frasier Sterling's $36 Monaco Choker is the cool-girl necklace of choice to wear with everything from button-downs to bikinis.

With Jéan Rose Top

With Jéan is hardly a stranger to a viral fashion item, and this summer is no different. Among the brand's offering of pretty miniskirts and corset tops, it was the halter-neck top affixed with a rosette detail that lit the internet on fire. Endorsements from Emily Ratajkowski and pretty much every Instagram model didn't hurt either.

Prada Crochet Bag

Alert: new Prada bag! The checkerboard crochet bag is the newest It item to pop onto our radars after Gigi Hadid carried the large version as her beachy airport tote. For vacations and everyday errands, it's not hard to see why the pretty pastel bag has become an instant hit.

Saint Laurent Blade Flats

When celebs like Hailey Bieber (who's always spotted in heels after dark) are eschewing their go-to pumps for a pair of sleek flats, there's a major shift happening. Both Bieber and Hosk are fans of the Saint Laurent Blade flats, patent-leather slingbacks that are the natural evolution of the brand's iconic pumps. If it's any indication of their soon-to-be-viral status, Bieber has worn hers with everything from slip dresses to baggy denim this month.

Tiffany & Co. x Elsa Peretti Bone Cuff

Big '80s-inspired cuffs are hugely popular this summer, especially the creation from Tiffany & Co.'s collaboration with artist Elsa Peretti. The curved design offered in both gold and silver is an icon of the quiet-luxury aesthetic and is already a season-defining accessory.

Miu Miu Arcadie Bag

Earlier this summer, Miu Miu introduced its newest bag, an oblong top-handle shape dubbed the Arcadie that featured in its F/W 23 collection. The fashion crowd promptly caught onto the bag's retro appeal, and within days, we started seeing it all over social media and the street style scene. 

Posse Emma Linen Vest

While celebrating her nuptials in the South of France, Sofia Richie wore a linen vest top and matching maxi skirt from the Australian label Posse. Richie's top sold out almost immediately, but if you've been eyeing it, now's your chance to snatch it up. Moda Operandi has just restocked the exclusive style.

Alaïa Fishnet Flats

Nope, it's not just you. Mesh flats are suddenly everywhere we look these days thanks in no small part to Alaïa's fishnet flats. The delicate pair has earned a spot in some of the most exclusive closets across the world, and perhaps unsurprisingly, they are currently sold out for the foreseeable future.