Since we waved them a not-so-fond farewell sometime in the early Nineties, we haven't given scrunchies much thought.
But when you see Cara Delevingne wearing one, it's time to reconsider.
Cara, Clara Paget and Suki Waterhouse or The Kid, Senorita Fuego and Hot Sauce as they shall now be known star in a stylish Western-themed short film for London duo Eu Simo Grijalbo and Laura Frasers new hair accessory brand, MCS, in which they tote guns around a frontier town, shooting each others' scrunchies off.
Boasting a collection of hand-made scrunchies in soft cottons, lace and silk, My Crazy Scrunchie (to give them their full name) has already hit the catwalk in Vivienne Westwoods spring/summer 2013 show, for which she commissioned bespoke styles.
And whaddya know? Three models in sweet prairie chic clothes and suddenly these scrunchies are looking up...
Have a watch and see for yourself.