First it was tracksuits, then anything tie-dyed. Now, with heatwave weather looming, hairdresser waiting lists at capacity and a summer spent working from home on the cards, there’s a new lockdown trend on the horizon: scrunchies.
Maybe it’s because they’re a purse-friendly treat that doesn’t make you want to hide the package from your partner/parents. Perhaps it’s the fact that high ponytails and messy buns are the most hassle-free hairstyles to employ while running after a toddler and simultaneously chairing a video call. Quite probably it’s because hairdressers have now been closed for months, and your hair – like ours – has developed a wild life of its own. Either way, scrunchies have been selling like little silk and velvet hotcakes, with searches, according to global search platform Lyst, increasing by 27% month-on-month. Pinterest, too, reports that searches for the accessory are up by a whopping 6309%.
Not only have Rixo’s printed scrunchies proven popular during lockdown, but co-founder Henrietta Rix has noticed that customers are buying them to match their dresses. ‘Whether you’re popping to the shops, going for a stroll or chilling at home, scrunchies are perfect for pulling your hair up, especially when the weather heats up,’ she says.
It’s a similar story at Stine Goya, where scrunchie sales are up 17%. ‘Let’s be honest, not everyone is waking up and putting on a full lock for a day at their makeshift desk. If you are, I salute you!’ says Goya. ‘Scrunchies are a cheerful, colourful, inexpensive way to give a little personality to your WFH look.’
In terms of styling, you might not think the scrunchie has much bandwidth – but you’d be wrong. The influencer Nnenna Echem has a three-step process to making yours look elevated. 1) Match your scrunchie’s print to your outfit. 2) Wear two at once, at the top and middle of a low ponytail. 3) Top it off with a satin headband. Follow those rules and, trust us, you won’t have anyone screeching, ‘A scrunchie!’ like an incredulous Carrie Bradshaw in your direction.
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