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Balenciaga is selling an 80s-inspired hair scrunchie for £140

Sarah Young
Thursday 18 January 2018 12:36 GMT
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The Chouchou Bracelet is made from 100% lambskin and embossed with the brand's logo
The Chouchou Bracelet is made from 100% lambskin and embossed with the brand's logo

From shoulder pads and mirrored shades to froufrou ruffles, fashion is chock-full of 80s inspired trends right now.

But, just when you thought we’d reached peak comeback, another retro revival is steadily trawling its way into the mainstream.

Enter, the hair scrunchie.

On the cusp of a major return to the fashion fold, like most trends this one started with Demna Gvasalia, the creative director of Balenciaga, and head designer of Vetements.

To accompany its resort 2018 collection, Balenciaga tied back models’ hair with scrunchies - or ChouChou Bracelets as they are otherwise known - in shades of hot pink, yellow, azure blue and black.

A luxury accessory that you can wear bunched around your wrist or in a ponytail, this 80’s throwback could be yours.

But, like most ordinary items that have been elevated by the high-end, it doesn’t come cheap.

In fact, it’s going to set you back a whopping £140.

A price that’s purportedly justified by the fact it’s made in Italy from lambskin and branded with the Balenciaga logo.

But, they’re not the only ones cashing in on the return of one of fashion’s most polarising trends.

While retailers like Urban Outfitters, Free People, and American Apparel quickly jumped on board to offer more affordable alternatives, Danish brand Comfort Objects has gone a step further by giving them an entirely new name.

Coined by designer Sander Johansen, the accessories label repurposes vintage Hermès scarves and converts them into “hair clouds” that sell for £80. But of course, we all know what they really are.

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