Fashion

$95 for a Missoni scrunchie? Designers take on the '90s hair trend

Oct. 2, 2013 at 11:23 AM ET

Video: The scrunchie is making a comeback, but this time around it’s considered high class. Top name fashion designers like Missoni are giving the iconic hair accessory a chic new style, for a premium price, of course.

"[Women wear scrunchies] in the bathroom maybe, when they're washing their faces," Carrie Bradshaw once shouted on “Sex and the City.” "No woman … would be caught dead at a hip downtown restaurant wearing a scrunchie!"

The fluffy hairband of yore has taken a beating since it was adopted by the likes of Kelly Kapowski on "Saved by the Bell" during the ‘90s. But much like other ubiquitous style trends from that era (shoulder pads, overalls, grunge apparel, and so on), the accessory has slowly snuck its way back into fashion.

And now it may have hit its saturation point: You can now buy a designer Missoni scrunchie, styled to look as if was ripped apart by Grumpy Cat, for a cool $95.

net-a-porter.com
net-a-porter.com
Are scrunchies back in style? A Missoni hair accessory now sells for $95 on Net-a-Porter.
Scrunchies for sale by Marc Jacobs ($32), Goody ($5.49) and L. Erickson ($54).
shopbob.com, folica.com, nordstr
Scrunchies for sale by Marc Jacobs ($32), Goody ($5.49) and L. Erickson ($54).

“Crafted from mint satin with a white, pink and red crochet-knit overlay, this super elasticated, wide design won't snag your hair,” reads the description on designer fashion e-tailer Net-a-Porter. It’s made from 100 percent rayon – and requires a specialist clean.

Even designers Marc Jacobs and Vivienne Westwood are in on the fad, and you can pick up the oversize fabric hairband at mainstream stores such as Topshop, Nordstrom and even your local drugstore (thanks, Goody). 

A few fashionistas, including “it” model Cara Delevingne and Prince Harry’s girlfriend, Cressida Bonas, have been recently spotted in scrunchies. But overall, it still hasn’t caught on in the greater fashion and celebrity circles. (They are probably, like me, holding out for the return of the banana clip.)

Live it up, ladies: TODAY's Natalie Morales and Brooke Shields get in on the trend.
TODAY
Live it up, ladies: TODAY's Natalie Morales and Brooke Shields get in on the trend.
Prince Harry and Cressida Bonas seen here leaving The Prince of Wales Theatre in London this evening after attending a performance of 'A Book of Mormo...
Splash News
Prince Harry and his 24-year-old socialite girlfriend, Cressida Bonas, leaving a recent performance of "The Book of Mormon."

Some are still holding out hope. On TODAY Thursday, Natalie Morales declared, "There's a reason we're bringing back the scrunchie — because we love them."

Al Roker, however, took issue with the designer sticker shock. "That is ridiculous," he said of the Missoni price tag. "That is God's way of telling you that you make too much money."

LONDON, ENGLAND - SEPTEMBER 18:  A model showcases designs on the catwalk by Ashish on day 5 of London Fashion Week Spring/Summer 2013, at The Courtya...
Ian Gavan / Getty Images
Scrunchies on the catwalk at the Ashish Spring/Summer 2013 show during London Fashion Week on Sept. 18, 2012 in London.

In a TODAY.com poll during the 2012 Summer Olympics, 63 percent of readers said they approved of the scrunchie, while 37 percent said they still hated it.

“It’s like Hammer pants,” Shawn Johnson, gold medal gymnast, told TODAY.com last summer of the athlete favorite. “It’s something that’s never been good that won’t go away.”

On the other hand, in its favor, there’s one big vouch: Hillary Clinton. 

U.S. Secretary of State Hillary Clinton steps down between Secret Service officers upon arriving at Torrejon's air base, near Madrid, July 1, 2011. Cl...
SERGIO PEREZ / Reuters
Accompanied by Secret Service, Hillary Clinton -- wearing a scrunchie -- arrives at Torrejon's air base near Madrid on July 1, 2011.


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