The ‘New Normal’; Are Face Masks Fast Becoming The New Age Fashion Accessory?

Mask, Face Mask, COVID
Photo: Vogue India

The wave of unprecedented coronavirus has not only made face masks a new ‘normal’ but, also, made them an emerging fashion accessory. It not only opened up the market for hand sewers, local designers, but the famous and luxury brands have also been cashing in on increasing new demand by making highly expensive masks.

The journey of COVID face masks is upgraded from boring monotones to stylish and designer masks. It saw a spike when people started wearing it as protective gear against air pollution, but, with the virus spreading, it has a huge demand all over the world and it became a necessity. It made it difficult for medical stores to cope up with the burgeoning demand.

In 2020, when supply was less and demand became huge, surgical masks were unavailable, this gave designers an opportunity to make cotton fabric masks. Fashion designers like Masaba Gupta to Ritu Kumar shifted their existing resources to non-surgical, three-layered reusable mask production.

Later, face masks saw a range of designer masks varying from print to colors to prices. Many big fashion houses added face masks to their runway collections.

Collina Strada, a New York-based fashion platform created by Hilary Taymour, started selling printed face masks with ties and bows priced Rs. 7,498 (100 U$). Proenza Schouler, another women’s luxury brand, started its production in silk-viscose blend satin and nylon cotton gingham print in 2020. Also, Praval Gurun sells masks made of floral jacquard fabric at RS 4, 124 (55 U$)


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A post shared by Collina Strada (@collinastrada)

Youngsters have been searching for fancy masks on e-commerce sites and buying matching masks according to their dress. College girls wear masks with different colors instead of makeup. Fashion Designers too are coming with trendy designs for people of all ages and gender. In India, wearing a designed mask in a wedding is a growing trend. Now brides and grooms are busy selecting face masks instead of jewellery and safa, for their big day. face masks for brides and grooms have taken the couture route and couples are spending time in coordinating their wedding outfits with luxe masks. From embellished, laced, printed, beaded, embroidered to silk and Banarasi, stylish wedding face masks have taken the wedding fashion world by storm and why not, it’s good to protect oneself in style.

Hollywood stars like Jenny Walton posted a photo of her last year in April, wearing a mask made out of a Prada dust bag.

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