So many '90s trends are coming back in now (think Calvin Klein logos and chokers), but scrunchies might be the final frontier. Fashion houses have been trying to make the scrunchie happen for a while now, but maybe the whole problem is that name. Would you be more likely to wear a scrunchie if it was called a "hair cloud"? That's how one designer is rebranding the hair accessory, reports Women's Wear Daily.
"The Hair Cloud as I named it, instead of the mixed feelings I had about the scrunchie concept, is based on the idea of them looking like silk clouds around the hair, when tied a bit effortless in a bundle," Comfort Objects founder Line Sander Johansen told WWD.
She's not the only one giving the retro scrunchie a cool girl makeover. Here are a few brands making fabric hair bands that are actually kind of cute, and if this trend really does come back, at least it's gentle on your ponytail.
Photo credit: Comfort Objects
The designer behind Denmark-based Comfort Objects tracks down gorgeous vintage Hermès scarves and turns them into dreamy silk scrunchies, err hair clouds. It looks as dreamy as it sounds, and starlet Lily Rose Depp is a fan.
Photo credit: Balenciaga
Balenciaga is another brand upgrading the scrunchie by giving it a fancier — in this case, French — name. It's been christened a "chouchou," redone in leather, and stamped with a golden Balenciaga logo. This is an opulent scrunchie, ringing in at $195, but it does double-duty as a bracelet at least. A high-fashion scrunchie at least makes sense for Balenciaga's designer Demna Gvasalia, who loves giving humble items a luxurious spin.
Photo credit: HVN
Street style star Harley Viera-Newton already dresses celebs like Selena Gomez in her vintage-y dresses, and she's just about to roll out matching silk printed scrunchies.
Photo credit: Mansur Gavriel
NYC brand Mansur Gavriel almost singlehandedly revived the bucket bag, and now it's trying to make that '90s magic happen again with scrunchies. These aren't just any scrunchies, they're scrunchies made with Italian vintage fabric. Plus, the brand is selling them for $35, which is the most reasonably priced designer scrunchie of the bunch.
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