The 2018-2023 resurrection of the 1980s-90s hair accessory from Sex and the City fashion faux pas to billion-view phenomenon through VSCO girl culture and damage-free hair care advocacy.
Origins
Scrunchies—fabric-covered elastic hair ties—dominated the 1980s-90s before becoming deeply uncool in the 2000s. A famous Sex and the City scene (2003) declared scrunchies the ultimate fashion don’t: “No self-respecting woman in New York wears a scrunchie.”
The comeback began in March 2018 as 90s nostalgia accelerated:
- Vintage resurgence: Thrift store finds becoming cool
- Hair health awareness: Metal-free elastics preventing breakage
- VSCO girl aesthetic (2019): Scrunchies as essential accessory
- Comfort culture: Soft, gentle hair ties vs. tight elastics
Initial adoption was ironic (wearing uncool scrunchies = funny), but quickly became genuine (scrunchies actually work better).
VSCO Girl Phenomenon
Scrunchies became central to VSCO girl aesthetic (summer 2019):
VSCO girl starter pack:
- Oversized tee
- Puka shell necklace
- Hydro Flask water bottle
- Scrunchies on wrist (worn as bracelets)
- Birkenstock sandals
- “And I oop” catchphrase
Scrunchies worn on wrists (not just in hair) became signature VSCO girl move—Instagram photos showed arms covered in stacked scrunchies. The aesthetic made scrunchies unavoidable in 2019-2020.
Hair Health Narrative
Scrunchies gained legitimacy through hair care advocacy:
Benefits marketed:
- Less breakage: Fabric doesn’t snag hair
- No creasing: Removes without ponytail dent
- Gentle hold: Less tension than regular elastics
- Scalp-friendly: No pulling/headaches
Hair influencers and hairstylists championed scrunchies as healthier alternatives to regular hair ties. The functional benefits gave trendy accessory scientific backing.
Market Explosion
Scrunchies flooded retail at every tier:
Fast fashion:
- H&M, Forever 21: 5-packs for $5-10
- Target: Endless scrunchie variations
- Claire’s: Mall retailer scrunchie domination
- Amazon: Top hair accessory seller
Contemporary:
- Anthropologie: Designer scrunchies ($12-18 each)
- Free People: Boho scrunchie variations
- Urban Outfitters: Velvet, silk, printed scrunchies
Luxury:
- Slip: Pure silk scrunchies ($39 for set)
- Jennifer Behr: Designer scrunchies ($65-125)
- Ganni: Fashion brand scrunchies ($45)
DIY/handmade:
- Etsy: Thousands of handmade scrunchie sellers
- TikTok sewing tutorials (millions of views)
- Pandemic hobby (making/selling scrunchies)
Google searches for “scrunchies” increased 800%+ from 2018-2020.
Material Evolution
Scrunchies diversified beyond basic velvet:
Velvet:
- Original 90s material
- Nostalgic, soft
- Fall/winter favorite
Silk/satin:
- Hair-friendly (reduces friction)
- Luxury positioning
- Overnight wear for hair health
Cotton:
- Casual, everyday
- Breathable, comfortable
- Wide pattern variety
Organza/sheer:
- Delicate, feminine
- Statement scrunchies
- Visible, not hidden
Oversized:
- Giant scrunchies (2020-2021)
- Instagram-worthy size
- Statement accessory
Prints:
- Florals, tie-dye, animal prints
- Matching outfit opportunities
- Personality expression
Styling Variations
Scrunchies evolved beyond basic ponytails:
As hair accessories:
- High ponytails (classic)
- Low buns (messy chic)
- Half-up styles
- Braids (wrapped around)
As jewelry:
- Wrist stacks (VSCO girl signature)
- Coordinating with outfits
- Multiple worn at once
Intentionally visible:
- Color-coordinated with outfits
- Statement scrunchies (oversized, bold)
- Not hiding—showcasing
TikTok Content
Scrunchie content dominated TikTok:
DIY tutorials:
- “How to make scrunchies”
- No-sew methods
- Sewing machine tutorials
- Pandemic quarantine projects
Styling videos:
- “5 ways to wear a scrunchie”
- Hairstyles featuring scrunchies
- Outfit coordination
Collections:
- “My scrunchie collection” (hundreds owned)
- Organization systems
- Color-coding, categorizing
Small business:
- Teen entrepreneurs selling scrunchies
- Handmade scrunchie businesses on TikTok Shop
Generational Responses
Scrunchie revival sparked age-based reactions:
Gen Z:
- “Scrunchies are cute and functional”
- Discovered as “new” vintage find
- VSCO girl aesthetic essentials
Millennials:
- Mixed—some never stopped wearing them
- Vindication (“told you they were good”)
- Amused by Gen Z discovering them
Gen X:
- “We wore these in the 80s/90s”
- Slightly bemused nostalgia
- Still in drawer from original era
Boomers:
- Complete confusion at fashion cycles
- Practical appreciation
Small Business Boom
Scrunchies enabled entrepreneurship:
Accessibility:
- Low startup costs ($20-50 for supplies)
- Simple to make (beginner sewing project)
- High margins (sell $5-10, cost $1-2)
Platforms:
- Etsy storefronts
- Instagram shops
- TikTok Shop
- School/local markets
Thousands of teens started scrunchie businesses during pandemic—legitimate side hustles with low barriers to entry.
Pandemic Craft Trend
COVID-19 lockdowns accelerated scrunchie making:
- Quarantine hobby: Simple sewing project
- Fabric scrap use: Sustainable, used leftover fabric
- Gift-giving: Handmade presents for friends
- Skill-building: Learn to sew, start businesses
Sewing machine sales increased partly due to scrunchie-making interest.
Fashion Legitimacy
Scrunchies gained high-fashion credibility:
- Runway appearances: Marc Jacobs, Molly Goddard featured scrunchies
- Designer collaborations: High-end brands releasing scrunchie lines
- Fashion magazine coverage: Vogue, Elle styling scrunchies
- Celebrity adoption: Selena Gomez, Ariana Grande wearing scrunchies
The trajectory from SATC mockery to Vogue features showed complete rehabilitation.
Professional Settings
Scrunchies navigated workplace acceptance:
Generally accepted:
- Creative industries
- Casual offices
- Healthcare (soft, sanitary)
Still questionable:
- Conservative industries
- Client-facing roles
- Formal corporate settings
The “Are scrunchies professional?” debate generated endless think-pieces.
Sustainable Fashion Angle
Scrunchies aligned with sustainability values:
- Reusable: Unlike disposable hair ties
- Handmade: Supporting small businesses
- Fabric scraps: Reducing textile waste
- Durable: Quality scrunchies last years
Eco-conscious Gen Z appreciated scrunchies’ sustainability compared to disposable elastics.
Staying Power
Scrunchies achieved permanent fashion status:
- 2018-2023+: Five years of sustained relevance
- 1.1 billion+ views: Massive TikTok presence
- Wardrobe staple: Permanent accessory category
- Cross-generational: All ages wearing
By 2023, scrunchies were as normal as regular hair ties—a permanent hair accessory option.
Legacy
The scrunchie comeback demonstrated:
- Functional benefits sustaining aesthetic trends
- VSCO girl culture’s lasting influence
- Gen Z’s power to reclaim “uncool” items
- Pandemic crafting enabling small businesses
Scrunchies proved that items once declared fashion death could be completely rehabilitated through generation shifts, functional narratives, and platform-driven trends.
Sources:
- The New York Times: “How Scrunchies Made a Comeback” (2019)
- Vogue: “Why Everyone Is Wearing Scrunchies Again” (2018)
- Teen Vogue: “The Scrunchie Is the Accessory of 2019” (2019)