Especially during the unforgiving humid heatwave of summer, a black elastic hair band securely wrapped around the wrist is my ultimate and most practical accessory. But until I stumbled upon US Magazine’s blurb on the growing craze of Silly Bandz among celebrities like alpha mom Sarah Jessica Parker, who wore a lime green Silly Bandz in the shape of who-knows-what, I didn’t know how off the grid I was in fashion realm of hair elastics.
The ‘Bandz graced her highness’ wrist in multiple television appearances in the recent weeks, and since her fashion influence à la Carrie Bradshaw help launched brands like Manolo Blahnik, Vivienne Westwood, and Jimmy Choo into mainstream stardom, all this raises one question: is the $4.95/24-pack brand the next must-have brand association for celebrity moms and wannabes alike?
We’re all familiar with the domino effect that stems from a little bit of subliminal trend endorsements by celebrity moms. Let’s take a walk down memory road with some examples we recall:
1. The Stress-Free Bob: Remember when Victoria Beckham hit the states in support of her husband’s career move? Rubbing elbows with neighbor and actress Katie Holmes resulted in the latter emulating her iconic pixie bob, and the storm passed through Halle Berry and Reese Witherspoon.
2. T-Shirt and Jeans – the uniform of the American mom: Models Gisele Bundchen and Heidi Klum opt for the classic t-shirt and jeans look while running around town with their tykes, then soon-to-be step-mom Megan Fox does the same.
3. High-End Strollers: And finally, let’s not forget about the sudden importance of statement strollers like Bugaboo, which in turn had brands like Juicy Couture and Fendi jump on the bandwagon.
So what does the future entail for the elastic band brand that’s winning over the love of kids today in a way that Pokemon cards did back in the late ’90s? The quirky shapes of palm trees and religious symbols, among others, will get a share of the deep pockets of celebrities in no time. Perhaps they provide a tender reminder of the beloved kids, or it’s a proxy to our inner youth – but it’s not just moms who are doing it. The trend-setter of all trend-setters, and one-half of Styleite’s favorite sisters, Mary-Kate Olsen was spotted by Style.com’s Matthew Schneier with one jangling between an assortment of her beloved bracelets.
In sum, we predict a future as bright as the UV activated beach theme “Bandz” for the brand. But the novelty factor of it may wither off and be a hard fall like most other celebrity trends.