The Return of Claw Clips: A Trend Resurrected by Emi Jay
The fashion scene is buzzing with the revival of ’90s hairstyles, and leading the charge are celebrities like Kendall Jenner, Hailey Bieber, and Selena Gomez. This nostalgic trend, mainly characterized by the iconic claw clip, is enjoying a renaissance, thanks in large part to the brand Emi Jay. The claw clip, which was once a staple accessory for stars like Kate Hudson, Julia Roberts, and Jennifer Aniston, has now made its way back into the spotlight.
Emi Jay: The Force Behind the Claw Clip Comeback
Founded by Julianne Goldmark, Emi Jay has become synonymous with chic and effortless hair styling. The brand has positioned itself as a must-have for fashion-forward women who want to quickly sweep their hair up while still maintaining an elegant look. “It’s been so special to see claw clips come back in the way that they have, especially since they’re part of Emi Jay’s DNA,” Goldmark shared with Entertainment Tonight (ET).
Goldmark, now 30, considers her hair accessories — including clips, headbands, pins, bows, and scrunchies — as essential jewels for styling. “Hair accessories are like your staple pair of small gold hoops. They pull everything together, even with jeans and a tee. A hair accessory makes the whole look feel more intentional and polished without trying too hard,” she explains.
Effortless Styling: The Allure of Claw Clips
One of the primary appeals of claw clips is their convenience. Gone are the days of spending hours in front of the mirror. Goldmark emphasizes, “We all love a look that’s cute but doesn’t take forever. There’s something satisfying about a quick, effortless updo that still looks intentional while keeping your hair out of your face.” This sentiment resonates with many looking for a chic yet practical solution for everyday hairstyles.
The Future of Hair Accessories
As the claw clip craze shows no signs of slowing, Goldmark is already looking ahead to upcoming trends. She predicts that ponytail barrettes and tortoise barrettes will gain popularity this fall and winter, suggesting an evolution in how women approach hair accessories. “They’re going to have a nice moment this season in an elevated way,” she foresees.
Beyond Clips: Emi Jay’s Complete Hair Care Line
In addition to her iconic claw clips, Goldmark advocates for the complete hair care experience. She swears by the Emi Jay range, which includes Heavenly Hair Milk, Halo Hair Oil, Angelstick, brushes, and the new Toasted Sugar Aura Hair Mist. These products are designed to keep hair shiny and healthy, reinforcing Goldmark’s belief that healthy hair is key to feeling confident. “When your hair feels soft, shiny, and nourished, it’s amazing how much more confident you feel, even on a busy day,” she shares.
Conclusion: Embracing the Claw Clip Trend
The resurgence of claw clips is not just about nostalgia; it’s a practical solution for modern fashionistas. As trends cycle and evolve, Emi Jay stands at the forefront, offering creative and stylish options that appeal to a broad audience. Whether you’re channeling your inner ’90s star or simply looking for an effortless way to style your hair, claw clips are a timeless accessory that can elevate any outfit.
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