New on the TikTok planet. A fashion phenomenon is currently creating a buzz, garnering more than 500,000 publications alone.
A new trend, inspired by London fashionistas, is taking off on social networks. With almost 515,000 TikTok posts to its credit, this fashion phenomenon should be one of the must-haves of spring.
After having had its biggest success in the 1990s, the giant scrunchie or scrunchie in original language is making a comeback. Its story would begin in the 80´s, when Rommy Hunt Revson, singer in New York night clubs, is looking for a trick to tie her hair without damaging it. The American artist then decided to protect them by using an elastic band covered with silk fabric. His invention seduced the crowds and the success was instantaneous.
The 2024 version of this accessory is deliberately imposing and has dozens of variations. In lace, velvet, leather, embroidered with bows, flower or leopard prints, the scrunchie allows you to upgrade the silhouette. Above all, it is often the result of an ethical approach, because it is made by hand from scraps of fabric. A concept that arouses enthusiasm.
Our favorite brands
Many brands are riding the scrunchie trend. One of them was born during confinement, when Londoner Billie-Jo Cronin decided to learn to sew. It was by drawing inspiration from her Swedish grandmother’s Victorian table linen that the young woman had the idea of creating her own brand, Good Squish. Today she offers scrunchies between 32 and 75 euros, sewn from different recycled fabrics such as leftover Paul Smith shirts or eBay finds. Another successful favorite label: XXL and Co. In this family business, the designer is supported by her mother to choose and cut the fabrics, while the father ensures deliveries. A young French shoot has also embraced the movement: this is the label Scrunchie is back which offers XXL elastic in all its forms. Everything we love.