XXL, chubby, ruffled… Scrunchies have taken over. Every corner I turn, I see the scrunchie uniform – a gingham waistcoat, cotton tote bag and a bun adorned with lace and frills. People are even buying scrunchies as bag charms for their Stanley cups. No wonder meme pages poke fun at the ‘scrunchie girl aesthetic.’
Scrolling through Instagram one day, my thumb stopped. Could it be? It was – I spied a bride wearing a custom scrunchie made up of double-ruffled ivory satin with a net veil. A silky accessory for one of the most important days of your life? Surely this was the ultimate scrunchie, the final boss. Could it get any bigger than this?
The birth of the scrunchie
The scrunchie was invented back in the ‘60s, but wasn’t patented until 1987 by singer Rommy Hunt Revson. Wanting something softer and more gentle for her hair, she created a prototype inspired by her sweatpants’ elasticated waistbands and the scrunchie was born.
Hugely popular through the ‘80s and ‘90s, the look back then was all about bold patterns and bright colours. Bigger was always better, especially when it came to hair. Since 2022, the same year Revson sadly passed away, a more elevated scrunchie has been gaining momentum. This time, it’s less about synthetic velour and more about sustainable vintage cotton.
As for me, I rock silk scrunchies in bed and oversized bows in the day as they’re easier to clip into my long curls. I’m mostly drawn to entry-level scrunchies, but with my flyaway baby hairs, I’ve not mastered the slicked-back bun without looking like Miss Trunchbull. Scrunchies have always seemed too ‘girly’ for me anyway, but the more I see leopard-print designs and velvet trims, the more the cult is drawing me in.
Scrunchie supremacy
These days, scrunchies are “more directional, feminine and romantic,” according to Lynne Hugill, fashion lecturer at Teesside University. From Gucci to Prada, Vivienne Westwood to Dolce & Gabbana, scrunchies have also had a high-end makeover, while “sustainable brands are using deadstock and recycled materials for their versions,” she adds, pointing to the independent scrunchie-focused brands people obsess over today.
Scrunchie content has racked up over 750,000 posts on TikTok, while searches for Apple watch scrunchie bands are up over 4,000%, not to mention the growing trend for customisable crochet scrunchies. There’s literally nothing the girls won’t scrunch, from head to Croc (yes, Crocs strap scrunchies exist).
Hair today
So why the scrunchie, and why now? Lynn says trends tend to run in cycles of twenty years, so it’s no surprise we’re seeing a comeback. This exaggerated feminine aesthetic could also be a reaction to pretty gloomy times. Psychotherapist Kamalyn Kaur says that the scrunchie’s resurgence could be in response to “the stress and complexity of modern life, economic uncertainties, adjusting to a post-COVID world and digital overwhelm. Much like the ‘lipstick effect,’ where people turn to affordable luxuries in tough times, the scrunchie is a low-cost way to inject comfort and positivity into daily life, something nostalgic and fun in an overwhelming world.”
Daisy and Liv Tinker, founders of Salad Days Market, have sold scrunchies at their small business pop-ups since 2019. There’s always been a strong appetite for the accessory, but this has boomed in 2024. “Scrunchies are an easy way to buy into the #shopsmall movement, which supports independent businesses over big brands. They’re relatively cheap despite being handmade, aren't size specific and we have options that suit everyone,” they say. The pair now book a dedicated seller for each market.
For Daisy and Liv, the scrunchie is a statement and cultural identifier. “As people look for more sustainable choices, a giant handmade scrunchie is a sign that you’re in the know.” They also point to TikTok, saying, “People are spending more time accessorising the top half of their bodies because this is the main part of any content.”
Think about the post-marathon selfies from earlier this year, where people proudly clutched their medals with scrunchies holding back sweaty hair. Anastasia Howard, founder of scrunchie brand Staise London, says this was one of her busiest times. “It’s not about making the sport feminine, we’re just in our accessory era – giant keyrings, charm necklaces,” the list goes on, she explains. Brides also send Anastasia their wedding dresses to make keepsake scrunchies – now that’s something old and new.
In the know
Go-to brands include Good Squish, run by sibling duo Phoenix-Blu and Billie-Jo since 2021. The brand, who make all their products by hand, is expanding into Korea and encourages people to say hi if they see another ‘squish’. Ganni and Damson Madder are popular sustainability-minded brands, while ROOP, Staise and Made by Nelly have cult followings. “It’s an ‘anybody’s welcome’ clique,” Anastasia says.
Natasha Fernandes Anjo, founder of ROOP, adds, “If I see someone wearing a Sandy Liang flower or our Margot scrunchie, I bet we have things in common!” It seems the scrunchie isn’t meant to be individualistic, it’s like a Batsignal to fellow girlies.
As for the scrunchie aesthetic? Daisy and Liv see their customers in “ultra-curated” looks, pairing slicked-back hair with midi skirts and trainers. Natasha says she feels like a “princess in trackies” clashing hers with sportswear, while Nell Allen, founder of Made By Nelly, sees her buyers “dopamine dressing” and bringing an element of nostalgia to their looks. “Scrunchies are a youthful accessory that celebrate everything we loved about our childhoods,” she says.
Strength in numbers
With scrunchies popping up everywhere from your water bottle to your bridal look, have we now reached peak scrunchie? It seems we’re only just beginning – and they’re multiplying, birthing mini scrunchie bag charms. Outsiders might roll their eyes at the parade of ruffles on their way to independent markets, but for the gals, it isn’t cringe to see others rocking the same scrunchie as you – it’s something to bond over. As Anastasia says, “Scrunchie Girls are the best community out there!”
These scrunchies come girlie-approved
Oliver Bonas Carolina Faux Fur Leopard Print Hair Scrunchie
Isabella is a freelance journalist who has written on young women's issues, entertainment, TV and film, South Asian representation, mental health, dating and so much more. She has bylines in ELLE, Cosmopolitan, Good Housekeeping, Prima, Digital Spy, Women's Health, and Harper's Bazaar, and was named 30 Under 30 by MediaWeek, PPA and We Are The City. She was also shortlisted for Workplace Hero at the Investing In Ethnicity Awards and Hero of the Year at the European Diversity Awards. Follow Isabella on Instagram, Twitter and LinkedIn.
