A luxury designer has prompted criticisms for launching a new scrunchie with a whopping price tag of $244.
Capitalising on the 90s fashion trend, Balenciaga released the brightly coloured scrunchies as part of its 2018 collection, lifestyle website Whimn reports.
The hair bands are officially called 'chou chou bracelets' according to Balenciaga, and come in pink, yellow, blue or black.
The label justifies the cost due to the high quality of materials and origin. The ties are made from lambskin and are manufactured in Italy.
This is not the first time Balenciaga has released extortionately priced goods - in 2017 the fashion house released a designer bag almost identical Ikea's famous oversized tote.
The Balenciaga version was priced at £1365 (NZ$2602). The original Ikea version cost shoppers 40p, or less than $1.
The Guardian reported at the time that Ikea got in on the fun, releasing a 'spot the difference' advertisement that explained all the ways in which its 40p bag was better.
Ikea's reasons included: the ability to carry items such as bricks or sports equipment, the fact it could be washed out with a garden hose and, of course, the price.