All Scrunched Up
The Apocalypse must be near, scrunchies are here…again! Like we didn’t get enough of them the first time. Now, American Apparel is unleashing them on a new generation of shoppers. I’m praying no one takes the bait.
The evil the scrunchie poses to the grown woman’s wardrobe has already been accurately described in an episode of Sex and the City. In the episode, Carrie needles her writer boyfriend for making his female protagonist wear a scrunchie. A near impossibility, she insists, in this day and age.
I understand American Apparel’s hook. And for the most part, I like it. I’ve bought t-shirts and tights from the store…and even a metallic bikini top (though I’ve yet to wear it). I get that they like to be provocative-bordering-on-indecent, the scrunchie ad is a perfect example.
But, I think the brand is getting ahead of itself with it’s re-launch of this retro hair accessory. I have too much faith in women to believe they will allow a sexy marketing campaign to trick them into thinking scrunchies are fashionable. American Apparel would be better served to stick to basics people actually want to wear.
C’mon, American Apparel. That’s right, I’m talking to you. You are based in Los Angeles…where fashion and image is EVERYTHING to EVERYONE. A scrunchie is that last thing any L.A. lady would be caught dead wearing.
Can you picture it? Angelina Jolie strutting down the red caret in her couture gown and a designer scrunchie. Nope. Not gonna happen.