In the midst of the coronavirus pandemic, masks became mandatory to curb virus transmission, signaling a potential new normal. Forward-thinking brands quickly adapted, offering models in vibrant colors and stylish prints.
As masks evolve into everyday accessories spotted on streets worldwide, could they emerge as a lasting fashion trend? Parisian boutique e-shops brim with chic options, and celebrities showcase them on Instagram, suggesting a strong yes. Yet, major luxury houses remain cautious.
Masks proved indispensable during the coronavirus crisis and may solidify as a staple. With global warming potentially fueling disease outbreaks and periodic pandemics, demand could persist. As Michael Ryan, Head of Health Emergencies at the WHO, noted, “This virus could become endemic in our societies; it may never disappear.” Thus, masks might establish themselves as a permanent essential.
This shift has spurred fashion-forward masks in diverse colors and patterns—think handmade options flooding Etsy. Per the Lyst report, the top-searched fashion item in Q1 2020 was Off-White's white arrows mask.
However, luxury giants tread carefully. Fashion specialist Rachelle Marquisette of reviewbox.fr explains that major brands may resist turning a clinical tool into a profit driver, given its ties to the health crisis.
Dior, Saint Laurent, and Balenciaga repurposed workshops to produce masks for healthcare workers but haven't signaled retail launches.
Celebrities flaunt designer masks under #jamaissansmonmasque, including Ben Affleck, Rita Ora, and Laetitia Hallyday.
