Date: 25 Jul 2025
The modern fashion world is dynamic and often unpredictable. A single shift on social media, one accessory worn by a blogger or celebrity, can turn into a worldwide trend in days. That’s exactly what happened with scrunchies – those voluminous, soft hair ties covered in fabric that feel like something pulled from your mom’s drawer in the 90s. But instead of staying forgotten, they experienced a true renaissance.
How did this happen? How did such a simple accessory become a must‑have in wardrobes all over the world? Here’s the full story, the factors, and the cultural influences that made scrunchies so popular.
1. A bit of history – where it all started
Scrunchies appeared in the late 1980s. The original idea was practical – to create a hair tie that doesn’t tug or break hair. Soft fabrics like cotton, silk, and velvet were used. In those years they came in bright colors, sometimes with sequins or even small ornaments sewn onto them.
In the 90s almost every girl owned a handful of scrunchies – for school, sports, and everyday wear. They paired with high ponytails, braids, buns. But by the late 90s and early 2000s a new minimalistic trend arrived – thin plain hair ties and invisible clips. Scrunchies were labeled “outdated” and faded from the scene.
2. The big comeback – why now?
Around 2017–2018 a 90’s revival began – fashion brought back fanny packs, baggy jeans, chunky sneakers. Along with them came scrunchies.
Influencers on social media started showcasing “retro looks,” and people began seeking accessories that add a playful nostalgic vibe. Scrunchies were perfect – inexpensive, easy to find, and instantly recognizable as a 90’s icon.
3. Practicality – hair protection
Unlike ordinary elastic ties, scrunchies are wrapped in fabric. This makes them softer and far gentler on hair. They:
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don’t leave those annoying dents,
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don’t tug or snap strands,
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hold ponytails securely without being too tight.
In an era when hair care and natural beauty are highly valued, scrunchies fit perfectly. Hairdressers and beauty bloggers began recommending them specifically for their gentle effect.
4. The role of social media
Instagram, TikTok and Pinterest launched scrunchies back into the spotlight. A well‑styled photo featuring a bright scrunchie combined with a modern outfit quickly inspired thousands of followers.
TikTok videos like “different ways to style your scrunchie” gathered millions of views. Hashtags such as #scrunchie, #90slook, #hairaccessories turned into mini trends. Creators showed how one accessory could elevate a sporty, office, or evening look.
5. Endless options – fabric, color, style
Another reason for their popularity is the variety. Scrunchies are available in:
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fabrics – silk, satin, linen, cotton, velvet,
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colors – from soft pastels to bold neons,
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sizes – tiny minimal ones or oversized statement pieces.
This variety makes them universal. You can have a delicate satin scrunchie for the office and a bright velvet one for a night out. You can match them to your clothes or use them as a contrasting accent.
6. Fashion without age limits
Scrunchies have no age restriction. Teenagers wear them at school, young women in the office, and mothers choose them for comfort and hair protection. They are accessible – inexpensive yet instantly noticeable.
7. Influencers and celebrities
When celebrities wear something, the trend becomes unstoppable. Stars like Ariana Grande, Bella Hadid, and Hailey Bieber have been photographed with large velvet scrunchies. That sends a clear message to the fashion world: “Time for a comeback.”
Brands like Urban Outfitters, Free People and many independent boutiques started creating entire scrunchie lines – limited editions, gift sets, luxury versions made from real silk.
8. Handmade culture and DIY trends
Another factor is the rise of handmade culture. In the era of Etsy and small online shops, scrunchies are an ideal product for makers. They’re easy to sew, require little fabric, and can be personalized.
This ties in with sustainable fashion – people buy accessories made from recycled materials or leftover fabrics. Scrunchies fit perfectly into the modern mindset of conscious consumption.
9. Versatility in style
Scrunchies suit almost any style:
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Sporty: pair with leggings and a T‑shirt for a workout.
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Office look: a satin scrunchie with a blouse and skirt.
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Evening style: a large velvet scrunchie as a statement accent in an elegant bun.
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Casual: a loose ponytail with a cotton scrunchie and jeans.
That makes them an accessory that always finds a place in your wardrobe.
10. The psychology behind the trend
People love accessories that spark positive emotion. Scrunchies are fun, colorful, and cozy. They bring nostalgia for a carefree time while still being functional. In a world full of technology and constant new trends, such a simple accessory gives a feeling of something familiar and warm.
11. What’s next – the future of scrunchies
The trend doesn’t look short‑lived. Brands are already experimenting with:
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scrunchies made from luxury fabrics,
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scrunchies with built‑in ribbons,
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“mom and daughter” matching sets,
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scrunchies that double as bracelets.
This means the accessory will keep evolving and showing up in new styles and combinations.
Summary
Scrunchies became popular because they combine several key things:
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retro charm that’s currently in style,
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genuine practicality – they’re gentle on hair,
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a huge variety of fabrics, colors, and styles,
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easy availability and low cost,
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strong support from social media and influencers.
They’re proof that something so simple can become a symbol of a new fashion era. And the best part? You can own handfuls of them and always find a new way to wear them.
