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Love ‘Em or Hate ‘Em, Scrunchies are Back

Love ‘Em or Hate ‘Em, Scrunchies are Back

August 2021 Sales (LATEST)


The 1980s, despite being many years ago, continue to fascinate even those who were not alive during the decade. It would be no challenge to name trends that have come back from the time, because there’s just too many. One polarizing pick that you can add to the list is the scrunchie—they were crazy colorful back then, and they’re even funkier now. Just ask Selena Gomez, the Hadid sisters or maybe Cara Delevingne.

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Its reemergence is no surprise, if we’re being honest. The Scrunchie has already been spotted at the beginning of the decade, but it apparently took its sweet, sweet time, before being a full-blown 2017-slash-2018 trend. Major fashion show destinations around the globe have served as hosts to them, and many labels, luxury and otherwise, have started carrying them on their stores. The prices could not have any more of a big difference, with the most infamous probably the Balenciaga version; the scrunchies from the French maison are sold at US$200 apiece.

Comes in more ways than one

In the 1980s, scrunchies were a result of the time’s preference for the bigger and the loose. It could even be associated with laziness, given their construction and the fact that anyone who would wear them could have a clean look in a few seconds. It was a low effort to styling and giving more volume to the hair, although this is useful in certain situations. In 2018, however, scrunchies are not as straightforward and boring. They come in all sorts of materials: rhinestones, leather, silk, and they’re not meant to simply cling tightly to your crowning glory—that’s just a single way to wear them.

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For one, hypebaes who bought the Balenciaga scrunchie were wearing them around the wrist, although the purpose is unclear. Is it to easily show off the pricey accessory, or is it because one wouldn’t want the elastics to be loose eventually? Others have chosen to do a low ponytail as opposed to the high variety or the bun. Regardless, the colorful and embellished ties can help set the tone for your OOTD. It also doubles as a preventative measure to hair damage, that is, if you keep them from being too tight.

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Attempts at rebranding

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Many fashionistas, especially those who have a fondness for the 80s, have welcomed the scrunchie wholeheartedly. The name however, is subject to contention. Danish designer Sander Johansen proposed to call them hair clouds, a lofty name that would perhaps scrub away the negative associations with scrunchie. Balenciaga, meanwhile, goes with French: chouchou. It is fitting given the label’s stature and background, and also a cute way to call scrunchies.

Image credits: Marie Claire, Man Repeller, Bumble and Bumble, Balenciaga, WODROB, gotobuy & pinkoi (featured image)


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