If you’ve noticed an influx of scrunchie-wearing, twenty-something-year-olds channelling through London’s streets, then you’re already aware of the grip that the ruffled bobbles have on the style-savvy set.
The cult of the scrunchie is not to be undermined. From East London’s Victoria Park to the depths of Notting Hill, girls showcasing pristinely coiled buns fastened with oversized scrunchies are saturating the city.
Typically paired with a white tiered frock and a quilted floral gilet to complete the Copenhagen-meets-cottage-core aesthetic, scrunchies have become the ultimate It-girl signifier. A fleeting scroll through Instagram proves this point.
Invented in the 1960s but popularised in the 1980s, hair scrunchies were adorned by fashion moguls from Sarah Jessica Parker to Madonna, Demi Moore and Paula Abdul during the shoulder-padded, permed period. Scrunchies featured heavily on-screen, depicted in shows and films such as Heathers, Friends and Seinfeld.
However, the bunched-up hair accessories witnessed a downfall in the early Noughties, with Carrie Bradshaw hammering the nail in the hair-coiffing coffin in Sex and The City when she declared: “No woman should be caught dead at a hip downtown restaurant wearing a scrunchie.”
Yet, like so many other of the famed protagonist’s decisions, this quote has aged badly. Stars such as Hailey Bieber, Dua Lipa, Bella Hadid and Gigi Hadid all own a scrunchie or two. Not to mention, the sizeable silhouettes are suitable for all hair types, making them inclusive accessories for all.
Brands such as Gucci, Prada, Vivienne Westwood, Pucci and Celine have helped to reinvigorate the scrunchie trend, producing renditions clad with house monograms, crafted from the finest silk and featuring decadent florals in time for summer.
Scrunchies are also a design pioneered by independent brands. Roop, Made by Maman and most notably Good Squish sells cute ‘n’ kitschy designs typically crafted from deadstock materials. Sustainable and stylish? Tick, tick, tick.
Discover the best scrunchies to shop this season and upgrade your hairwear one ruffle at a time.
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Good Squish Scrunchie
If you watched the final season of Sex Education and wondered where the incredible souped-up scrunchies are from, well the answer is Good Squish. The ruffled hair adornments are the most sought-after accessory of the moment with their oversized design and pretty yet punchy colourways.
Buy now £68.00, Couverture & The Garbstore
Gucci Crystal-Embellished Scrunchie
Glitter in Gucci. The fashion house is home to a number of luxurious hair pieces, such as this resplendent option which features the brand’s insignia GG motif monogram, a celestial spattering of crystals and a jacquard-woven finish.
Buy now £260.00, Gucci
Whistles Hai Dupion Scrunchie
Add a drop of sunshine to your hair accessories collection. Whistles’ oversized hair tie comes in four dopamine-inducing tones, which are perfect for elevating any summer ensemble.
Buy now £30.00, Whistles
Damson Madder Edge Statement Scrunchie
Daintily crafted from crisp cotton, Damson Madder’s cool blue scrunchie will take your ‘do to new heights. Featuring broderie anglaise scalloped trims and an elasticated structure, the eye-catching piece puts the fun in functional.
Buy now £30.00, Harvey Nichols
Vivienne Westwood Hilma Orb-Print Silk-Satin Scrunchie
Add a touch of ethereality to any everyday summer aesthetic with Vivienne Westwood’s luxury take on the humble scrunchie. This is one for the It-girl clan with its pearlescent silk-satin construction that is dotted with the brand’s insignia orbs in a gentle shade of blue.
Buy now £85.00, Harvey Nichols
Sandy Liang Pink Flower Power 2.0 Hair Tie
There is a reason Sandy Liang’s floral scrunchies are selling like hotcakes - because they are adorable. The padded pink scrunchies showcase a mod-like floral design, perfect for punctuating any all-white look.
Buy now £115.00, SSENSE
Hunza G Seersucker Scrunchie
Relax beachside and sweep the hair out of your face with Hunza G’s seersucker scrunchie. Featuring ample stretch for versatile styling, this strawberries and cream pick pairs well with a one-piece and ethereal sarong when kicking back on holiday.
Buy now £15.00, Harvey Nichols
By Anthropologie Large Silk Bow Hair Scrunchie
Bows? In 2024? Groundbreaking. Tap into the year’s biggest sartorial trend with Anthropologie’s ribbon-clad scrunchie. Complete with a dusty rose hue and a stretchy, satin construction, the girlish accessory oozes feminine flair.
Buy now £14.00, Anthropologie
Versace Medusa-Plaque Silk Scrunchie
Designer scrunchies come at a higher price point, but if you have the cash to splash by all means do. Versace’s pink-toned hairpiece boasts a fully silk construction and a beautifully designed house print. Topped off with the Medusa plaque detailing in silver, it’s a generous gift for yourself or a loved one who covets the luxury label.
Buy now £105.00, Farfetch
Made By Maman Scrunchie
The new It-scrunchie source on the block, Made By Maman is a brand to keep firmly on your radar. Founded by a mother-daughter team, the independent brand (which went viral on TikTok) offers up hand-stitched hair accessories crafted from off-cuts, donated and deadstock fabric. A percentage of Made By Maman’s profits go to suicide prevention charity PAPYRUS, making your purchase even more worthwhile. The pieces tend to sell out rapidly, so set your alarms for the next drop which is coming imminently.
Buy now £22.00, Made By Maman
