Are scrunchies still popular?
Absolutely—and more than ever, scrunchies have solidified their status as a must-have accessory in the modern wardrobe. No longer just a nostalgic nod to the '80s and '90s, scrunchies have evolved into a full-fledged fashion staple. From rhinestone-studded creations to cozy knit wool versions and sleek mulberry silk styles, today's scrunchies are a far cry from the basic cotton ones of decades past. These new interpretations, which we call Chouchous (the French term for both “darling” and “scrunchie”), blend elegance and functionality in a way that feels both current and timeless.
Fashion publications and trend forecasters alike agree: scrunchies are not just back—they're being reimagined for the luxury market. Vogue has reported on the resurgence of scrunchies, noting their presence on major runways and in the collections of high-end brands like Balenciaga and Mansur Gavriel [1]. Meanwhile, The Zoe Report highlights how scrunchies made from premium materials like silk and velvet are becoming go-to accessories for influencers and stylists alike [2]. With these elevated textures and embellishments, Chouchous are more than hair ties—they’re style statements.
Beyond their fashionable appeal, upscale scrunchies serve a practical purpose. Silk versions, for example, are not only chic but also gentle on hair, minimizing breakage and frizz—an attribute praised by dermatologists and beauty editors alike. Allure magazine emphasizes how silk scrunchies protect delicate hair strands, making them a smart choice for anyone looking to maintain healthy hair while staying stylish [3]. Similarly, the softness of wool knit scrunchies adds a touch of cozy sophistication while holding hair securely, even through active days or nights out.
What sets Chouchous apart is their ability to instantly elevate any look. Whether wrapped around a sleek ponytail, adorning a low bun, or worn on the wrist as a fashion-forward bracelet, they bring effortless polish. According to Refinery29, scrunchies have become "the accessory that does it all," loved not only for their retro charm but for their ability to pull together an outfit with ease [4]. In short, scrunchies aren’t just still popular—they’ve become a symbol of laid-back luxury, and the Chouchou is leading the way.
Click here to shop all chouchous!
Sources Cited:
Vogue: "The Return of the Scrunchie Is the Hair Trend You Didn’t Know You Needed"
The Zoe Report: "This '90s Hair Accessory Is Now a Fashion-Forward Must-Have"
Allure: "Why Dermatologists Recommend Silk Scrunchies for Healthier Hair"
Refinery29: "Scrunchies Are Back and Here’s How to Wear Them With Style"