Four months ago, if you would have asked a fashion connoisseur about the top trend of 2020, medical face masks wouldn’t have been it. But ask celebrities, influencers, industry leaders and even your family members now about the three essentials they cannot leave the house without, and a mask would definitely be one of these.
The fashion industry is always on its toes and senses the demand for a commodity, almost immediately. The current health crisis has triggered a huge demand for masks. In India, designers Ritu Kumar, Anita Dongre, Neeta Lulla and Masaba Gupta have begun producing and distributing masks to the ones in need.
Other high-end brands like Airinum, Akings, Katie May, Lajoux, One Golden Thread, threeASFOUR, Maison Modulare and The Oula Company are tapping in on this rising retail opportunity and are two steps ahead. They are giving the masks a stylish spin.
The labels are making a variety of masks, using different prints, patterns and materials like silk, organic cotton, cotton velvet, denim, crepe, vegan leather and lace. Expressive artwork, logos, embroideries and sequins are lending a sense of uniqueness to every piece, and are getting sold-out in no time. According to an article on Bloomberg Quint, the masks will possibly become a staple at retail, designed in stylish patterns, colours and even personalised versions.
Reel back to February, fashion shows in Europe witnessed attendees wearing face covers from Fendi, Chanel, Louis Vuitton and Off-White. Amongst celebrities, Billie Eilish was quick to set the mask-fashion in motion this year, at the 62nd Grammy Awards. The young pop singer stood out in a head-to-toe Gucci outfit which included a statement face mask, emblazoned with the double G logo.
Bella Hadid, Naomi Campbell, Selena Gomez, Ifu Ennada, Steve Harvey and Gwyneth Paltrow too, posted their masked avatars on Instagram, fueling a collective sentiment of sporting artsy masks, that potentially are the next ‘it’ accessory for each one of us.