Carla Gem Buyo

The Viral 'Bahay Kubo' Scrunchie: A Love Letter to Filipino Culture—or Just Luxury Marketing?

Article (news)

<p>In a world where the line between cultural homage and commercial flair is increasingly thin, <strong>Bahay Kubo</strong>’s ₱2,000 scrunchie—helmed by a Filipina-British model—has sparked a stylish yet charged discourse.</p><div><span class="fr-img-caption fr-fic fr-dib"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1747799958959BANNERS (2).png" class="fr-fic fr-dib" alt="The Bahay Collection and Bahay Scrunchie from Bahay Kubo"/><span class="fr-inner">The Bahay Collection and Bahay Scrunchie from Bahay Kubo | Photos from @bahaykubo__ on Instagram</span></span></span></div><p>The brand <a href="https://www.instagram.com/bahaykubo__/" rel="noopener noreferrer" target="_blank">Bahay Kubo</a> launched in June 2024 and introduced the &quot;Bahay Scrunchie,&quot; a 5.5-inch silk accessory named after the Filipino nipa hut. Drawing heavily from Filipino culture as a central branding element, each piece is crafted from 100% mulberry silk and is available in colors like <strong></strong><em>Sampaguita</em><strong></strong>,<em> Isla</em><strong></strong>, and <em>Buko</em>. The brand donates a portion of its proceeds ($1 from each sale, according to their website) to <a href="https://www.lokallab.org/" rel="noopener noreferrer" target="_blank">Lokal Lab</a>, supporting grassroots initiatives in Siargao.</p><div><br/></div><p>While the brand&#x27;s philanthropic efforts are commendable, the pricing has sparked debate. At ₱2,000 <a href="https://shopbahaykubo.com/products/the-bahay-scrunchie-buko" rel="noopener noreferrer" target="_blank">per piece</a> and ₱11,300 <a href="https://shopbahaykubo.com/products/the-bahay-collection" rel="noopener noreferrer" target="_blank">for a set</a>, the scrunchie is positioned as a luxury item, accessible primarily to affluent consumers. This pricing strategy raises questions about the commercialization of cultural stories as branding. </p><div><br/></div><p>The demand for high-priced accessories like the Bahay Scrunchie reflects a broader trend in consumer behavior. Hair accessories have evolved from functional items to powerful style statements. The resurgence of scrunchies, once deemed passé, has been notable. Oversized scrunchies, crafted from luxurious materials like silk and velvet, have become a staple at major fashion weeks. Designers such as <strong></strong><a href="https://www.aliceandolivia.com/cher-large-scrunchie/AC409CCSJ21G006.html" rel="noopener noreferrer" target="_blank">Alice + Olivia</a><strong></strong> and <strong></strong><a href="https://www.jenniferbehr.com/en-ph/products/kate-headband-cream?variant=Cream&amp;_pos=7&amp;_sid=881e03551&amp;_ss=r" rel="noopener noreferrer" target="_blank">Jennifer Behr </a><strong></strong>have showcased embellished hair ties and headbands, emphasizing their role in contemporary fashion and beauty trends. </p><div><br/></div><div><iframe class="instagram-media instagram-media-rendered" id="instagram-embed-0" src="https://www.instagram.com/p/C8-TFqryxWD/embed/captioned/?cr=1&amp;v=14&amp;wp=1080&amp;rd=https%3A%2F%2Fod2-workbench-web.abs-cbn.com&amp;rp=%2F#%7B%22ci%22%3A0%2C%22os%22%3A973684.8000000003%7D" allowtransparency="true" allowfullscreen="" frameBorder="0" height="856" data-instgrm-payload-id="instagram-media-payload-0" scrolling="no" style="background:white;max-width:540px;width:calc(100% - 2px);border-radius:3px;border:1px solid rgb(219, 219, 219);box-shadow:none;display:block;margin:0px 0px 12px;min-width:326px;padding:0px"></iframe></div><script async="" src="//www.instagram.com/embed.js"></script><div><br/></div><p>In an era where individuality is prized, consumers seek brands that offer uniqueness, a connection to personal identity, and those that tell a story. Luxury items, especially those with cultural significance, cater to this desire by providing exclusivity and a sense of belonging to a select group. Yet, this pursuit of authenticity through consumption raises ethical considerations. When stories of identity may be commodified, there&#x27;s a fine line between appreciation and appropriation. Brands must navigate this terrain carefully by making sure that their label and products honor the cultures they represent and contribute positively to the communities they draw inspiration from.</p><div><br/></div><p>As consumers, it&#x27;s essential to approach such brands with a critical eye, considering not only their aesthetic value but also the narratives they perpetuate and the communities they impact. In the end, the true measure of a fashion item lies not in its price tag but in the stories it tells.</p>

<p>This brand's silk hair tie blends Filipino nostalgia with high-fashion pricing—and not everyone’s convinced.</p>

This brand's silk hair tie blends Filipino nostalgia with high-fashion pricing—and not everyone’s convinced.

The Viral 'Bahay Kubo' ₱2,000 Scrunchie: A Love Letter to Filipino Culture—or Just Luxury Marketing?

People

Fashion

Beauty

Wellness

Travel

Culture

Living

Food

Weddings

Fashion

The Viral 'Bahay Kubo' ₱2,000 Scrunchie: A Love Letter to Filipino Culture—or Just Luxury Marketing?

Carla Buyo

Published May 21, 2025 03:15 PM PHT

Read More:

bahay kubo scrunchie

christina nadin

2000 scrunchie

11000 scrunchie

Metro.Style is your go-to destination for all things chic and stylish—featuring the latest in fashion, beauty, lifestyle, celebrity news, and inspiring stories. It's your curated guide to living your best life.

NPC Seal of Registration

Privacy Policy

AI Policy

Terms of Service

Advertise with Us

© 2025 ABS-CBN Corporation. All Rights Reserved.

NPC Seal of Registration

Privacy Policy

Terms of Service

AI Policy

Advertise with Us

© 2025 ABS-CBN Corporation. All Rights Reserved.

NPC Seal of Registration

Privacy Policy

Terms of Service

AI Policy

Advertise with Us

© 2025 ABS-CBN Corporation. All Rights Reserved.