It was a purchase by everyone’s favorite cool-girl, Chloë Sevigny, that really kicked things off for Good Squish. Founded by casting director Billie Cronin, the London hair accessory brand was born out of boredom during lockdown after Cronin learned to sew.
Cronin was no stranger to wearing her Swedish grandma’s Victorian table linen in her hair: “I wore a napkin as a hair bandana for ages, and my best friend came over at a dinner party and told me it looked weird… because it was a napkin. I really took that to heart,” she laughs. “When I learned to sew with my ex-boyfriend’s mum, we figured out a way of making the napkins into hair accessories, and that’s how the first batch of [Good Squish] came to life.”
She gave them to her friends, her friends gave them to their friends—and then the whole world started buying them, including Sevigny, who DMed her, wore one, posted about it on Instagram and then “everyone started messaging me to buy them, it went wild.” It’s a story about the power of manifestation: The year before Sevigny had purchased her own Good Squish, Cronin had listed in her diary all the people she’d like to wear her creations, and Sevigny was number one. Now, all of London’s chicest are wearing them, brides are wearing them and, ask around the Vogue offices, and editors are either about to purchase or already wearing theirs with pride.