Before we get into the specifics of scrunchies, let's take a moment to talk about the '90s. The decade imbued with anti-fashion, grunge and a highly questionable approach to hair (remember hair mascara and the Rachel?) has been enjoying a revival of sorts. Walk the streets of London right now and you can't move for undercuts, flannel shirts, Doc Martens, and various members of the Spice Girls. There's even a Damien Hirst retrospective at the Tate, for goodness sake.
Fashion's current obsession with rehashing the decade has been admirably thorough, but there is one stone that has been left unturned: Yes, we're talking about the scrunchie, here. This is perhaps with good reason; unless you frequent gymnastic competitions or your name is Hillary Clinton, the hair accessory is a total no-go. Sartorially speaking, it felt like this shunned piece of elasticated fabric had reached a point no return, gracefully accepting a permanent residency in fashion's graveyard.
But lo, Alice Dellal's bestie, Laura Fraser, has stepped into the fray to change all of that, with the launch of My Crazy Scrunchie. Laura and co-designer Eu Simo Grijalbo have been hand-making one-off styles from their studio in Dalston, and now they've persuaded their model friends to showcase the result. Enter Cara Delevingne. The model du jour joins pals Clara Paget and Suki Waterhouse to model the debut range in an gloriously lo-fi, Western-themed video.
Not convinced? Watch the video here: