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As face masks are becoming more and more popular, the fashion market is adapting to the demand and designers are increasingly taking advantage of this trend to add an aesthetic and even haute couture touch to their designs. Are protective masks about to become the new must-have in our changing rooms? Here is an overview of this new fashion accessory which is at once a social, cultural and symbolic object.
As the coronavirus epidemic is still hitting the world, it is now common to wear a mask to protect others and to protect oneself.
In response to this new reality, brands and designers are combining their talents and creativity to offer stunning versions of the mask, persuading even the most reluctant to wear them.
A glamorous protective mask
Even before the coronavirus pandemic, masks were already being used as fashion accessories and were being invited into collections. We can mention in particular those designed by Marc Jacobs and Richard Prince for Louis Vuitton but also those of Rick Owens, Alexander Wang or those from the Nike x Alyx collaboration.
Even Virgil Abloh, the creator of Off-White, had launched masks with the logo of his brand, sold for 95 dollars each, out of stock since the beginning of the coronavirus epidemic and the most sought-after accessory of the moment. It is now offered three times more expensive on second-hand sales platforms.
Because of the health crisis, the mask is becoming a fashion accessory more and more anchored in our wardrobes, especially since fashion designers are unveiling masks with very appealing aesthetics.
This is the case of Jean Paul Gaultier, who has just revealed a series of Haute Couture masks, true pieces of art produced in unique copies. We could thus discover masks with leather inserts, tattoo or ethnic prints, other masks in a marine style with zippers, …
This is also the case of the Etsy platform where designers unveil different models of masks in hand-sewn fabrics, but also of large retailers such as Shein, DollsKill or Reformation who are selling models of fabric masks in accordance with the themes and colours of their collections.
The trikini, bikini swimsuit with mask included, has also been a hot trend on social networks in the last few days.
Abroad, several designers have also started to aestheticize masks according to Agence France Presse: Paul Park, a South Korean fashion designer who usually makes wedding suits and Maria Hibri, a Lebanese designer and co-founder of the Bokja design studio who recently created masks in organic silk.
Customized, colorful, glamorous, declined in a varied range of fabrics, with patterns, with prints or matching the outfit: fashion never stops taking over the mask and plays down this anxiety-provoking object by magnifying it.
A profitable strategy
If fashion brands are increasing their creativity to make masks highly desirable, it’s because it has become a mandatory accessory on public transport, at the office and in some stores.
It is therefore in their best interest to commercialize them or even incorporate them into their new collections.
This is the opinion of Pierre Talamon, a tailor in the Marais, who explains to AFP: “It makes perfect sense to introduce it into the men’s wardrobe. It risks becoming a fashion accessory“. At 15 euros each, his masks have “couture details” such as bias at the top extended with a bi-material strap.
The stylist even sees it accessorising an evening wear or a tuxedo.
This is also the opinion of the founder of the Orphée studio fashion label, Colombine Jubert, who has just launched a large-scale production of masks: “It’s becoming an accessory that will become unavoidable in the coming months, because it’s part of the government’s rules. During the containment, I told myself that I had the capacity to launch a production, and I might as well make myself useful. Even if I have to wear masks, they should be beautiful and creative“, she explained to Franceinfo on May 16.
Taking over a health obligation to transform it into a fashion ritual is also a strategy to stimulate consumption.
Indeed, online searches for masks have climbed by 496% in the first quarter of 2020 according to Lyst, the search engine dedicated to fashion.
A way to ride the wave then, but not only: several brands have announced that they will donate part of their profits.
For instance, the designer Helena Denize, known for her wooden bags, is selling bandana or cotton masks on her e-shop and has announced that she will donate 10% of her profits to the AP-HP foundation.
Democratized, the wearing of masks has even encouraged some people to change their way of operating for more eco-responsible practices: in this way, the designer Diane Ducasse, through her brand DA/DA, offers upcyclical 100% cotton protection masks approved by AFNOR, for which she also undertakes to donate 20% of the profits to the Paris Hospitals Foundation.
Future essential accessory, the safety mask will keep us smiling… behind the mask.
Read also > Luxury and retail: the coronavirus crisis, an opportunity to transform the fashion industry ?
Featured photo : © Jean-Paul Gaultier
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As face masks are becoming more and more popular, the fashion market is adapting to the demand and designers are increasingly taking advantage of this trend to add an aesthetic and even haute couture touch to their designs. Are protective masks about to become the new must-have in our changing rooms? Here is an overview of this new fashion accessory which is at once a social, cultural and symbolic object.
As the coronavirus epidemic is still hitting the world, it is now common to wear a mask to protect others and to protect oneself.
In response to this new reality, brands and designers are combining their talents and creativity to offer stunning versions of the mask, persuading even the most reluctant to wear them.[/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…
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As face masks are becoming more and more popular, the fashion market is adapting to the demand and designers are increasingly taking advantage of this trend to add an aesthetic and even haute couture touch to their designs. Are protective masks about to become the new must-have in our changing rooms? Here is an overview of this new fashion accessory which is at once a social, cultural and symbolic object.
As the coronavirus epidemic is still hitting the world, it is now common to wear a mask to protect others and to protect oneself.
In response to this new reality, brands and designers are combining their talents and creativity to offer stunning versions of the mask, persuading even the most reluctant to wear them.[/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…
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