In a world where the line between cultural homage and commercial flair is increasingly thin, Bahay Kubo’s ₱2,000 scrunchie—helmed by a Filipina-British model—has sparked a stylish yet charged discourse.

The Bahay Collection and Bahay Scrunchie from Bahay Kubo | Photos from @bahaykubo__ on Instagram

The brand Bahay Kubo launched in June 2024 and introduced the "Bahay Scrunchie," 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 Sampaguita, Isla, and Buko. The brand donates a portion of its proceeds ($1 from each sale, according to their website) to Lokal Lab, supporting grassroots initiatives in Siargao.

While the brand's philanthropic efforts are commendable, the pricing has sparked debate. At ₱2,000 per piece and ₱11,300 for a set, 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. 

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 Alice + Olivia and Jennifer Behr have showcased embellished hair ties and headbands, emphasizing their role in contemporary fashion and beauty trends. 

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'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.

As consumers, it'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.