August 2020

F
ace masks are no longer a necessity, but in
2014, Chinese designer Billy Elish introduced
the latest fashion boutique at the Fashion
Week of China. His idea at the time was that people
could often find some glamorous alternative to avoid
pollution in most of the Chinese states. He also
appeared in his fashionable clothes worn at the
Grammy Awards ceremony that year.
Fashion in Asian countries such as China, Korea and
Japan included designer face masks as a shield to
deal with rising pollution. The rest of the world is
waking up to the fact that your mask does not have to
be boring or surgical if you aren’t a frontline
healthcare worker or afflicted by COVID.
Fashion has always had a way of taking our core
wardrobe essentials — outerwear, underwear, and
everything in between — and turning them into
statement pieces. Consider the trusty trench coat, for
example, which was created to shield soldiers from
the elements but, over time, turned into one of the
most distinctive utility apparel items a person could
own. And don't get us started on how the functional
bike short has morphed into a top streetwear trend
that will not go away. It's no surprise, then, that the
protective face coverings we've been advised to wear
outdoors to curb the spread of the coronavirus have
quickly been embraced and beautified by the fashion
world.
The blue and white surgical masks that are currently
the most visible personal protective equipment are
democratizing forces, rendering all wearers equal
under isolation, signifying our communal experience
and our collective fear. Even the
homemade masks that have begun
to proliferate, while somewhat
idiosyncratic, are united in their
craftiness.
When masks migrate into the
realm of fashion, however, they
become something else. As with all
accessories (as with shoes, bags
and scarves), they become symbols of not just health
or social concern, but of identity.
Indian fashion designers are creating masks that are
fashionable and allows the bride to express
themselves. Masks are the latest fashion trends for
women in India, and Indian fashion designers
understand how a bride needs something breathable
and functional apart from complementing the
wedding attire.
Brands are exploring every opportunity to mitigate
the economic pain of the lockdown. Fashion and
apparel are among the worst hit. Hence, we will see
innovation from them.
Globally, fashion brands such as Dior, Prada, Gucci
and Louis Vuitton recalibrated their manufacturing
units to make masks, protective gear and sanitisers.
Their masks initiative has moved
from public-spirited to a
fashion offering. Indian
designers and savvy artisans
are fast catching up.
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