# Scrunchie Comebacks The '90s "It" Accessory in the Joyrich Fall/Winter 2010 Lookbook By Tiana Reid | Published 2010-07-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/joyrich-fall-winter-2010 References: [be-street](http://www.be-street.com/2010/06/24/joyrich-fall-winter-2010-lookbook/#more-1734) & [joyrichclothing](http://www.joyrichclothing.com/) The Los Angeles-based clothing company Joyrich has recreated everyone’s favorite fashion "don’t" for the Joyrich Fall/Winter 2010 lookbook. Carrie Bradshaw said in the ‘Sex and the City’ television series that a scrunchie is one extra that no New York woman would be caught dead in. It looks like for once, Carrie has got it all wrong. In the Joyrich Fall/Winter 2010 collection, the [scrunchie gets a rocked-out update](https://www.trendhunter.com/trends/rocknot) that are bound to sit atop the heads of [fashion followers everywhere](https://www.trendhunter.com/trends/fizzy-goblet). ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 47% | Activity: 15% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Scrunchie Revival:** The comeback of the scrunchie as a fashionable accessory presents opportunities for businesses to capitalize on the nostalgia trend and create modern, trendy versions of the classic hair accessory. - **Fashion Nostalgia:** The resurgence of '90s fashion, including the scrunchie, offers opportunities for fashion brands to tap into consumers' desire for retro-inspired styles and capitalize on the nostalgia trend. - **Hair Accessories Renaissance:** The renewed interest in hair accessories, exemplified by the return of the scrunchie, creates opportunities for businesses to innovate and create new, stylish accessories for the hair care market. ### Sectors Adopting This - **Fashion Apparel:** The scrunchie's comeback in the Joyrich Fall/Winter 2010 collection highlights opportunities for clothing brands to incorporate scrunchies as trendy accessories and attract nostalgic consumers. - **Beauty and Personal Care:** The revival of scrunchies presents opportunities for beauty and personal care companies to develop innovative hair accessories and capitalize on the resurgence of interest in hair care products. - **Retail and E-commerce:** With the scrunchie's resurgence, retailers and e-commerce businesses can take advantage of the trend by offering a wide variety of scrunchie options, catering to the growing demand for fashionable and nostalgic accessories. ## Related on Trend Hunter - [Soccer-Inspired Hair Accessories](https://www.trendhunter.com/trends/systemarosa.md) - [80s Sweater Campaigns](https://www.trendhunter.com/trends/rollneck-sweater.md) - [Playfully Nostalgic Pink Apparel](https://www.trendhunter.com/trends/juicy-couture-x-madhappy.md) - [Nostalgic Fragrance Campaigns](https://www.trendhunter.com/trends/iconic-90s-looks.md) - [Y2K-Inspired Collections](https://www.trendhunter.com/trends/reebok-x-juicy-couture.md) - [Treat-Inspired Accessories](https://www.trendhunter.com/trends/jenny-lemons-x-magnolia-bakery.md) - [Co-Branded Regency-Era Capsules](https://www.trendhunter.com/trends/kitschbridgertoncollab.md) - [Revived Nostalgic Puffer Jackets](https://www.trendhunter.com/trends/iconic-puffer-jacket.md) - [Accessorized Styling Sticks](https://www.trendhunter.com/trends/style-treat-sweet-to-sleek-treat.md)