It's only just begun. Dubai winter, that is. And if you’ve already got the XXL sun hat, the designer basket bag and the Prada Velcro sandals, you’re certainly giving the influencers a run for their money in the highly Instagrammable stakes. But there is another item jostling for prime position in the sandpit: the status towel.
“The what?” you might ask, and understandably so. Previously a dull necessity shoved in the bottom of your beach bag (probably grabbed hastily from your airing cupboard the morning of your flight, or hastily purchased from one of those beachside stalls that prey on the disorganised packer), it’s hard to think of an item with less It-appeal than a towel. But, trust us, it’s happening.
We’ve spied Tekla’s graphic version on a Greek island, and a Chanel one on Kylie Jenner’s yacht. Tory Burch put them on the catwalk, and we’ve seen almost as many posts of Il Pellicano’s iconic yellow-and-white ones as we have of the hotel’s breathtaking Tuscan views.
“I’ve always asked myself: why do we only have to use towels as a necessity?” says Spanish influencer and co-founder of Vasquiat, Blanca Miró Scrimieri. “They’re an important summer accessory, and there are so many ways to play with them – so why not make them look cool?”
Her choice? A canary yellow ‘towelponcho’ by Barcelona brand Gabriel for Sach (part of the SS20 collection, so you’ll have to wait until next year for that one). “We wanted to create something that was fun and would stand out on the beach,” says Charlie Hedin, Founder and Creative Director of super-cool Danish brand Tekla, which is making towels, blankets and bedding seriously desirable. “In Scandinavia, we often wear quite a neutral colour palette, so this was a way to inject some colour into your beach wardrobe.” At Matches Fashion, Kilometre Paris’ tie-dye versions have been selling well. “They’re fun for holiday and are sustainably crafted, which appeals to our customers,” says Senior Buyer, Chelsea Power.
So, why now? Well, aside from the fact you’ll never get your lounger muddled up with someone else’s again, you can put it all down to their pleasing low effort/high bragging rights ratio. The status towel doesn’t require its own airline seat like a gargantuan sunhat, or hours of negotiation (but how do I get into it?) like a Nikki Beach bikini. Instead, you just shove it into your bag and throw it on the your cabana bed. But whatever you do, just don’t forget to ’gram it.