When a brand like Balenciaga takes it to the catwalks of New York Fashion Week and “It Girls” such as Bella Hadid, Selena Gomez and Hailey Baldwin are all spotted wearing it – there’s no denying that a trend is on the return. That’s right people, get ready for it… cos scrunchies are slowly but surely becoming the new (but old) go-to hair accessory for 2018.

While Sarah Jessica Parker’s Sex and the City character Carrie may have famously said: “no woman … would be caught dead at a hip downtown restaurant wearing a scrunchie…” – she probably wasn’t talking about Zizi Donohoe’s fur variations, or HVN’s silk options, or indeed Balenciaga’s leather take. In fact, there’s even more designers jumping in on the scrunchie party – with brands such as Mansur Gavriel, Ganni, and Maison Cleo all delivering an entrée into the 90s fad. Locally, we’ve spotted ScrunchieO and Weave&Wing begin gaining an audience.

So who’s getting in on the action? Well, in the influencer world, it’s pretty much who isn’t getting in on it?! We’ve got Cartia Mallan, Elle Morris, Life With Three, The Salty Blonde, 4thandbleeker, Camille Charriere, Amy Maree Comber, Brooke Hogan, ChloesZep, Laura De Wit, Hilvees, and… the list goes on…

Below, we take a look at how the scrunchie is slowly taking over our feeds:

Image credit: @cartiamallan

Image credit: @ellemorrisxo

Image credit: @life.with.three

Image credit: @the_salty_blonde

Image credit: @4thandbleeker

Image credit: @camillecharriere

Image credit: @amymareecomber

Image credit: @brookehogan1

Image credit: @chloeszep

Image credit: @lauradewit

Image credit: @hilvees

Main image: Elle Morris XO

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