Scrunchies Get Rebranded as Hair Clouds 2018
Just So You Know, We're Supposed to Call Scrunchies "Hair Clouds" Now
We're sorry, the old scrunchie can't come to the phone right now? Why? She's dead — and rebranded as a "hair cloud," apparently.
According to WWD, the ubiquitous accessory of the '90s has popped up on both the high-end runways of designers like Balenciaga and Instagram feeds of trendy labels like Maison Cléo.
The fluffy tie got its new name from Danish scrunchie — er, hair cloud — designer Line Sander Johansen. She says she prefers the term because it gives off a chic new image.
Johansen is behind the label Comfort Objects, which sells luxe, silk wraps made from recycled Herms scarves for $112 a pop. Johansen says that her fluffy, ethereal styles look like "silk clouds around the hair," which is how she came up with the new moniker.
So bust out your old Urban Outfitters scrunchie and rep the spirit of the '90s on your (crimped) ponytail.