Have we reached the peak? The biggest accessory trend of 2024

XXL, chubby, curled… hair ties have taken over. Every corner I turn I see the scrunchie uniform—a gingham vest, a cotton tote bag, and a bun decorated with lace and ruffles. People even buy scrunchies as bag charms for their Stanley Cups. It’s no wonder meme pages are making fun of the “scrunchie girl aesthetic.”

One day as I was scrolling through Instagram, my thumb stopped. Could it be? It was like this – I spotted a bride wearing a custom double ruffled ivory satin scrunchie with a net veil. A silky accessory for one of the most important days of your life? Surely this was the ultimate scrunchie, the final boss. Could it get any bigger?

The birth of the hair tie

The hair tie was invented in the 1960s, but was only patented in 1987 by the singer Rommy Hunt Revson. Wanting something softer and gentler for her hair, she designed a prototype inspired by the elastic cuffs of her sweatpants, and the scrunchie was born.

The look was very popular in the 80s and 90s, when it was all about bold patterns and bright colors. Bigger was always better, especially when it came to hair. Since 2022, the year Revson sadly passed away, a more upscale hair tie has been on the rise. This time it’s less about synthetic velor and more about sustainable vintage cotton.

Personally, I wear silk scrunchies to bed and oversized bows during the day because they’re easier to tuck into my long locks. I like entry-level hair ties the most, but with my baby hair flyaways, I couldn’t master the slicked-back bun without looking like Miss Trunchbull. Scrunchies have always seemed too “girly” to me anyway, but the more I see leopard print and velvet trim, the more I’m drawn to the cult.

Scrunchie superiority

According to Lynne Hugill, a fashion lecturer at Teesside University, scrunchies are now “more directional, feminine and romantic”. From Gucci to Prada, Vivienne Westwood to Dolce & Gabbana, scrunchies have also received a high-end makeover, while “sustainable brands are using offcuts and recycled materials for their versions,” she adds, pointing to the independent scrunchie-focused brands of which the people obsessed are over today.

Scrunchie content has amassed over 750,000 posts on TikTok, while searches for Apple Watch scrunchie bracelets have increased over 4,000%, not to mention the growing trend for customizable crochet scrunchies. There’s literally nothing the girls won’t scrunch up, from their heads to their Crocs (yes, Crocs scrunchies with straps exist).

hair today

So why the hair tie and why now? Lynn says trends tend to run in twenty-year cycles, so it’s no surprise that we’re seeing a comeback. This exaggerated feminine aesthetic could also be a response to some pretty dark times. psychotherapist Kamalyn Kaur says the scrunchie’s resurgence could be a response to “the stress and complexity of modern life, economic uncertainties, adapting to a post-COVID world and digital overwhelming.” Similar to the “lipstick effect,” where people turn to affordable luxuries in difficult times, the scrunchie is an inexpensive way to bring comfort and positivity into everyday life, something nostalgic and fun in an overwhelming world.”

Daisy and Liv Tinker, founders of Salad Days Markethave been selling hair ties at their small business pop-ups since 2019. The appetite for the accessory has always been strong, but in 2024 it boomed. “Scrunchies are an easy way to buy into the #shopsmall movement that supports independent businesses.” big brands. They are relatively affordable, although they are handmade, they are not size specific and we have options to suit everyone,” they say. The couple now books a separate salesperson for each market.

For Daisy and Liv, the hair tie is a statement and a cultural identifier. “As people look for more sustainable options, a giant handmade scrunchie is a sign that you know.” They also point to TikTok, saying, “People are spending more time adorning the top half of their body because of this makes up the majority of all content.”

Think of the post-marathon selfies from earlier this year, where people proudly clutched their medals and scrunchies held back their sweaty hair. Anastasia Howard, founder of the scrunchie brand Staise LondonShe says this was one of her busiest times. “It’s not about making the sport feminine, we’re just in our accessories era – huge keychains, charm necklaces,” she explains. Brides also send Anastasia their wedding dresses to make keepsake hair ties – that’s a old thing And new.

In knowledge

One of the most popular brands is Good Squish, which has been run by the sibling duo Phoenix-Blu and Billie-Jo since 2021. The brand, which makes all of its products by hand, is expanding into Korea and encouraging people to say hello if they see another “squish.” . Ganni and Damson Madder are popular sustainability-focused brands ROOP, Staise And Made by Nelly have cult status. “It’s an ‘everyone’s welcome’ clique,” says Anastasia.

Natasha Fernandes Anjo, founder of ROOP, adds: “When I see someone wearing a Sandy Liang flower or our Margot scrunchie, we definitely have something in common!” It seems the scrunchie isn’t it meant To be individualistic, it’s like a bat signal to other girls.

As for the scrunchie aesthetic? Daisy and Liv see their clients in “ultra-curated” looks, pairing slicked-back hair with midi skirts and sneakers. Natasha says she feels like a “princess in sweatpants” when she pairs her own with activewear, while Nell Allen, founder of Made By Nelly, sees her buyers adding “dopamine dressing” and adding a touch of nostalgia to their looks lend. “Scrunchies are a youthful accessory that celebrates everything we loved growing up,” she says.

Strength in numbers

Since scrunchies are showing up everywhere, from your water bottle to your bridal look, we’ve got that too Now Scrunchie reached climax? It seems like we’re just getting started – and they’re multiplying, giving rise to mini scrunchie bag charms. Outsiders might roll their eyes at the parade of ruffles heading to independent markets, but for the girls, seeing others wearing the same scrunchie as you isn’t something to flaunt – it’s something that holds together. As Anastasia says, “Scrunchie Girls are the best community out there!”

Damson Madder check bow hair tie

Photo credit: Damson Madder

UO Annabelle leopard print hair tie

Photo credit: Urban Outfitters

Made by Nelly Red Rose Ruffles Scrunchie

Photo credit: Made by Nelly

Roop Melissa scrunchie in black taffeta

Photo credit: Roop

Sui Ava Zig-Zag Scrunchie

Photo credit: ASOS

Oct 23 Deadstock: Grandmama Harvest Moon B2

Good Squish 23 Deadstock Oct: Grandmama Harvest Moon B2

Photo credit: Good Squish

Staise Baby Black Kitty

Photo credit: Staise

Anthropologie knit scrunchie

Photo credit: Anthropology

Oliver Bonas Carolina leopard print faux fur scrunchie

Photo credit: Oliver Bonas

Isabella is a freelance journalist who has written about young women’s issues, entertainment, television and film, South Asian representation, mental health, dating and much more. She has been featured by writers in ELLE, Cosmopolitan, Good Housekeeping, Prima, Digital Spy, Women’s Health, and Harper’s Bazaar and has been named to the 30 Under 30 by MediaWeek, PPA, and We Are The City. She was also nominated for Workplace Hero at the Investing In Ethnicity Awards and Hero of the Year at the European Diversity Awards. Follow Isabella on Instagram, Twitter and LinkedIn.