Are You Ready For This? Cara Delevingne Is Bringing The Scrunchie Back

cara delevingne 300 400
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.
Advertisement
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.
MCS's scrunchies are priced between £12 and £25 and are available online and from Bleach London. We're currently favouring the frilly Bellamy Jean, because any fashion accessory that can simultaneously channel the spirit of Frida Kahlo and My So Called Life must be doing something right.
Not convinced? Watch the video here:
Advertisement

More from Trends

Something strange is afoot, literally, across the pond. While New York Fashion Week this season was largely defined by the "see now, buy now" phenomenon, ...
Accessory trends are a changin'. That's the long and short of it. While we've seen a lot of the same pieces trend over the past year (i.e. chokers and mini...
If you've found yourself in a Zara, Topshop, or H&M within the past year, chances are you've seen garments made out of this swishy, lightweight, micro-...
Whether you feel most comfortable as a wallflower or in the middle of a dance circle, chances are you’ve got a celebration coming up that requires you to ...
Runways are oozing with new trends (obviously). But each year, it gets harder and harder to sift through them all. Our favorite fast fashion houses are ...
Fashion has always been a form of escapism, a way to break away from the daily monotony, the sea of khakis and T-shirts, and the sameness that traps those ...
For as long as we can remember, velvet's held strong to its holiday-season connotations. But we've always been firm believers in the luxe texture's ...
(Paid Content) Maybe it's the back-to-school mentality, but there's something about the coming of fall that makes us want to hit "refresh" on multiple ...
If you're obsessed with off-the-shoulder everything, but can't imagine wearing the trend post-summer, we've got some good news: On Saturday, It label Self-...
Finding an excellent pair of boots can be a trip. Since we can't possibly have them all (though, we'll keep dreaming we can), most of us try to find one or...
Sometimes, Fashion Month can feel as much (if not more) about the crazy, over-the-top outfits showgoers wear as, well, the shows themselves. There's ...
There is a thing happening right now with fashion that's exposing a wide divide between What Was Cool and What Is Now Cool. It's informed by the fact that ...
The last time you saw a group of models coming together for a common cause was probably for a selfie or to maybe board a yacht — which is all fancy and fun...
When my parents became aware of my burgeoning love of fashion, they did what they did anytime they thought I was starting to get into something; they ...