Goodsquish: Baroque Hair Accessories

Words by Maria de Feo

eds. Mistral Zerbi

To take a stroll through the streets of St Andrews is to see sleek updos, minimalist outfits and dainty gold jewellery in every corner. It is inevitable that, when a person wears something a little more baroque that does not conform to the “clean girl” or “old money” style, they will catch my eye. What has been capturing my attention recently is the growing popularity of oversized scrunchies. When I say oversized, I am not talking about slightly chunky hair ties. The scrunchies I have been seeing are multilayered, multi-textured, voluminous and fluffy ensembles of material. They almost relinquish their identity as accessories, outshining the hair that is wearing them. They are the creation of the London-based small brand Good Squish, that was born during Covid and has been growing in popularity since. Celebrities like actress Chloë Sevigny or Maude Apatow have posted pictures of themselves or have been spotted wearing these hair accessories, helping the label grow in popularity.

The story behind the creation of Good Squish scrunchies is amusing and, I think, quite inspiring. The mind behind the brand, Billie-Jo Cronin, spent her whole life wearing napkins as bandanas. One day, a friend criticised this style choice of hers, and told her to abstain from wearing a napkin on her hair at a dinner party. Cronin’s reaction was to figure out a way to wear table linens in a stylish way. It was then that she made the first “squish,” using her Swedish grandma’s old Victorian linens. Her friends loved it and asked her to make similar hair accessories for them. From a little idiosyncrasy, a successful brand was born. By persevering in the expression of her personal sense of style, Cronin created a label that became important for fashion.

Cronin’s scrunchie is loosely inspired by ballet culture. This is evident when one notices its colours, which are usually pastel tones, and the materials with which it is usually made: tulle and lace. It can also come in different sizes, depending on the hairstyle one wants to create. Every piece is made and dyed by hand, and is therefore a little unique. The brand’s crafting of unique accessories does not stop at scrunchies. Good Squish also sells headbands and fun socks, and collaborates with many other interesting small brands, including the German jewellery label Gottlob.

One of the most important elements of the brand’s identity is its attention to sustainability. The accessories are crafted using deadstock fabric, which might otherwise have been thrown away. In addition, the brand’s “Fix your Squish” service makes it possible to bring one’s accessory to its original beauty, without buying a new one. However, this focus on sustainability often goes hand in hand with a price range that somewhat seems unjustifiably high, for hair accessories. This has actually sparked creativity, motivating many to knit or sew their own oversized scrunchies, instead of buying them. Some of these designs are just as stunning as the original Good Squish’s.

Cronin’s brand is inspiring not only to the wearers but also to the creatives. I have seen many minimalists wear these accessories to add colour to an otherwise neutral outfit. The obnoxiousness and volume of the scrunchies push in the direction of a more fun, daring way of styling oneself. Adding lace or tulle to the hair adds a touch of experimentation with new textures. Updos inspired by ballet can be matched with outfits that adopt elements of the same discipline. The Good Squish might just be the accessory signalling the end of the Clean Girl’s reign, in favour of a more baroque, eccentric choice of accessories.