MASKS: HOW BRANDS ADOPTED IT

This spring, international design houses incited headlines for flipping their ateliers into manufacturing hubs for medical masks and gowns. From Ralph Lauren to Louis Vuitton, these efforts have led more and more brands and fashion houses to respond to COVID-19 globally. Fashion industries have made significant contributions to relief efforts. Emerging brands are utilizing their resources to support affected-populations in any way they can.

Foxconn, Apple's electronics supplier, has started manufacturing surgical masks, allowing Chinese workers to continue launching iPhones amid the ongoing coronavirus crisis. The Taiwanese company's production line was shut down due to a disruption during the outbreak, slowing the supply chain running Apple's global retail network.

Many fashion labels, including Gucci and Prada, have started to manufacturer PPE equipment for healthcare workers (Credit: Pixabay)

Around the world, fashion brands such as Dior, Prada, Gucci, and Louis Vuitton have redefined their creative gadgets to create masks. Their mask production has shifted from public enthusiasm to proposal designs. Indian fashionistas and future craftsmen are doing well. The Covid-19 episode forced and blocked many Indian institutions to do or die. However, the infection that caused this problem has increased the life expectancy of some business owners.

Cotton masks and face masks have become major lifesavers of this epidemic, especially as many local governments in India have restricted their use. All clothing brands, from casual to affordable prêt-à-porter, have set up temporary cotton mask production units. Stylish brands everywhere have changed their offerings to include branded masks. Aditya Birla Fashion and Retail Limited (ABFRL), one of India's leading apparel and apparel laboratories, followed this process with workwear names such as Louis Philippe, Van Heusen, Alan Chloe, and Peter England, and is currently making custom masks.

“Yes, that means you can wear your branded workwear with a matching branded mask. While there are plenty of masks out there”, Vishak Kumar, CEO – Madura Fashion & Lifestyle, said that besides safety, they are in the business of style, so the aesthetic of the mask matters as well.

Conde Nast India by Vogue + GQ has joined India's largest online fashion retailer Myntra under an initiative called ‘Behind The Mask’. ’Behind The Mask’ is a multi-level investment that brings together five of India's top designers in a five-episode video series designed for TLC and TLC HD broadcasts as well as Discovery+ and Myntra app broadcasts. The main purpose of this series is to raise money for "Kariger" and to highlight the importance of masks these days.

This doesn't mean they haven't experimented with masks and haven't used them in fashion. Historically, masks have been used to hide an individual's identity. In the past, people wore masks to perform rituals, but later masks were also worn by theatre artists and performers, and also at masquerade balls. In a medical context, masks appeared several years later, and the first masks used in endemic diseases were very fashionable and similar to costumes. Masks have been used by doctors for a long time, but the modern style industry is exploring different possibilities for layers that respect different traditions and methods. The main theme with masks is a style show of major architects.

Billie Eilish performance at the Daytime Village | Billie Eilish at the Grammy (Getty Images)

At this point, the moguls are recognizing these patterns, whether viral or not. Cardi B wore a jewelled mask for a balanced design show in January, while Billy Elish ventured outdoor for the 2020 Grammy Awards in a polished Gucci alternative.

The government is working hysterically to compensate for the lack of personal protective equipment (PPE). In Odisha, for example, poor rural women who before the pandemic sew school uniforms sew masks instead. In recent weeks, these women have made more than 1 million cotton masks to support the police force and other workers, and have earned a little as well. About 20,000 self-help organizations in 27 states in India have executed more than 19 million masks.

Surgical face masks are selling worldwide like hotcakes, as there is no sign of the epidemic ebbing, and consumers are working to stop the spread of the virus. Being able to stop the spread of the virus is still a question and there are some downsides to this emerging trend. According to Lifestyle Inquirer, some consumers feel that they don't need to wear makeup when wearing a mask. This may affect the sale of cosmetics. It looks like an exception, not a rule. This mask is so attractive that the fashion world and celebrities are paying attention. Every shape, size, and style variation are important for the season.

- Avi Chowrasia