WATCH: Cara Delevingne Takes Scrunchies Very, Very Seriously

by Verena von Pfetten | 2:06 pm, December 14th, 2012

Hold on to your hair-ties, Hillary Clinton, scrunchies are back. Or at least they will be, if British design duo Laura Fraser and Eu Simo Grijalbo of newly-launched My Crazy Scrunchie have anything to do about it.

The pair are getting creative in hawking their much-maligned wares with a short Old West-inspired film starring models Cara Delevingne, Clara Paget, and Suki Waterhouse. Truly, it does not get much hipper than that.

Fraser and Grijalbo spoke to the Telegraph about their line which, it should be noted, already has one high-fashion follower: Vivienne Westwood. The fellow Brit commissioned custom scrunchies from the label for her Spring 2013 Red Label show.

“We always compared our scrunchie collections and so one night we decided we should make them ourselves,” Eu explains of the start-up. “The best one I ever wore was from Crystal Palace and I think it was this that awoke the inner scrunchie maker in me,” adds Laura.

Gun-slinging models and $20 price tags aside, we’re not sold. Are you?