Masks or Fashion Statements: A Fashion Makeover for COVID-19

Long before face masks became a mandatory accessory to curb the spread of the coronavirus in several countries, they were trending on runways in Milan and sparkling red carpet ceremonies in Hollywood.

Back in January, when news of the “unknown virus” appeared almost exclusively in newspaper columns on page 12, the American singer Billie Eilish donned a Gucci designer face mask, There was a frenzy at the Grammys.

The landscape may have changed dramatically in just a few months, but stylized content remains, albeit now marketed for valid reasons.

Along with singers Justin Bieber, Ariana Grande and The Rolling Stones, Eilish is channeling their star power into a fashion venture in hopes of raising money for charity. Artists from Universal Music Group are participating in the “We’ve Got You Covered” initiative with cloth face masks that are washable, reusable and, most importantly, stylish for influencers.

Buy online for $15 (Dh55) each, with all net proceeds going to charities including MusiCares and Help Musicians, which are working to support the music community impacted by the coronavirus pandemic.

While philanthropic initiatives fill a much-needed gap in providing aid in times of need, the fact remains that even as a global pandemic spreads to more than 3 million people worldwide, fashion still has a lot of clout to calm the tumult. world.

New York-based designer and fashion illustrator Jenny Walton made headlines and attention earlier this month when she dressed a Prada dust bag as a face mask. In a lengthy Instagram post, Walton defended his actions, writing: “You may think you don’t have the materials to make a mask at home, but be resourceful and I bet you will! Use the @ Mask made from a prada dust bag. Used another cotton dust bag for the backing and ribbon for the tie. Some people used hair ties, elastic from @moleskine notebooks, etc. since elastic is now widely used. Get creative I used a machine, but you can hand sew if needed!  … Let’s get our act together and save more surgical masks for the doctors and nurses who need them!”

While many praised her resourcefulness, other users’ comments were less kind, with one posting, “Oh man, maybe I should make one out of my Saint Laurent dust bag.”

Another user simply wrote: “Give up your influential privilege and start taking this pandemic seriously. Synthetics are not helping. Stop spreading misinformation and endangering lives.”

For several celebrities from Nigeria, the pandemic turned out to be the perfect event to don some bling masks. At the 2020 Africa Magic Viewers Choice Awards (AMVCA) in Lagos in mid-March, “Big Brother Naia” finalist Omashola Kola Oburoh said he showed up to the ceremony wearing a glittering mask.

With photos of his styling going viral, Oburoh took to Instagram to prove his style is a sign of “protest.” He wrote: “Fashion can also be a protest/education, not just a statement…Let’s fight Covid19 together.”

While some were scratching their heads, the same ceremony also featured TV host and actor Ada Afoluwake Ogunkeye aka Folu Storms, who appeared at the awards on the red carpet wearing a jeweled mask. She also later complained that people were getting too close to her at the event, making her uncomfortable.

In an Instagram post, Folu Storms wrote: “Nobody really noticed my social distancing cries, so I’ll be avoiding large crowds for the foreseeable future! Party over, back to normal! Take care of yourself People! Wash your hands and don’t touch your face with your hands!”

Instagram user Herbwand echoed some of the sentiment in a reply to the post, writing: “This is the height of ignorance. This is a deadly killer that needs medical grade masks. Please, go educate yourself, the novel coronavirus is not about fashion. You Poop on your face won’t protect you.”

Whether or not people agree with style statements made on the red carpet or on Instagram, many health experts are urging civilians to wear cloth masks, leaving N95 and other surgical masks for frontline medical workers and first responders.

Yet growing demand from the medical community and civilians may be the warning needed to prompt designer brands such as Armani, Fendi, Louis Vuitton, Prada and Gucci to retool production lines to make masks and hospital gowns.

Even in the UAE, fashion designers, cosmetics brands and industry suppliers have been asked to manufacture personal protective equipment (PPE) for front-line healthcare workers, including surgical masks and gowns, in a new “emergency network” established in the Arab country by the Fashion Council ( AFC).

New AFC initiative #thread4cause aims to address the high demand for PPE caused by the COVID-19 pandemic as hospitals deal with large numbers of patients.

However, who says essentials can be ugly? Sites like Maskclub.com (no, we’re not making that up) have also popped up, showcasing designer styles in deals with big-name brands like Warner Bros. and Hello Kitty, to retail designer pop masks, “Handmade in America.”

To get an idea of ​​the company, take a look at its mission statement, which says, “In less than 4 days, MaskClub.com was born. It all started with trying to help our local hospital in Detroit, MI during the COVID-19 crisis.” Make sure you get the personal protective equipment you need during -19.”

Launched on April 10, it is the “first-ever branded subscription face mask site to help give back to America’s first responders,” the company said. It further added: “Today, you can get a monthly mask from Warner Bros., Care Bears, Hello Kitty, Hasbro and more from your favorite brands.”

Aside from the aggressive and health aspects, face masks are also fast becoming a source of income.

Following a recent industry report, IANS said that even in India, traditional industries such as the hosiery town of Tiruppur have seen some textile units now produce face masks to meet the current rising demand, with an eye towards Future export potential global brand.

“I think it has become part of the lifestyle,” says Uma Prajapati, a 50-year-old entrepreneur and activist who founded clothing company Upasana Design Studio in Auroville, Tamil Nadu.

Upasana has launched a reusable therapeutic mask made from organic cotton fabric as part of its range of therapeutic clothing. These neem-infused (Indian clove) face masks and silver grid masks are supposed to be organic and cleansing.

Branding expert Harish Bijoor, who agrees that face masks will become a fashion accessory, also told IANS: “Demand for face masks will be mandatory at first. Going forward, face masks will become fashionable while the focus on protection will continue.”

Whether the fad for face masks is here to stay indefinitely, or just an industry cycle, go by what fashion magazines tout from their glossy pages, and whatever the time demands, at least let it be about style.