New fashion trend: People going crazy for branded, customized facial masks

by Shatakshi Gupta
Published: Last Updated on

Looking back at around six months back, all of us actually had no clue of how soon the lifestyles of all of us was going to change, with the advent of this Coronavirus pandemic. This pandemic had not only changed our lifestyles but also our fashion preferences. Now, we have added a new accessory in our list, for creating a style statement – which is of course, Mask.

We all actually started wearing mask as a mere method of protection against COVID-19 (coronavirus), which had now transformed into the fashion world’s latest trend. Face masks have been constantly gaining popularity, primarily as a protection against coronavirus, is now being viewed as a form of creative expression as well.

There a number of fashion brands started making face masks with scraps of leftover fabric and the intention of filling a gap in the market when these masks were most needed, the making of face masks by some brands seems to have evolved into more of a fashion ‘trend’ these days.  

There are of course a number of benefits to purchasing some of these masks however, one of the main ones being the fact that they are washable and re-usable. 

Also read: Perfect eye make-up to carry along with your facial masks

With statements regarding the importance of face masks having changed a number of times, ultimately it is encouraged to wear face masks in public spaces and had even been made mandatory in many of the countries around the world.

Currently, even local brands taking advantage of the situation have started creating and selling face masks – but as face masks shift their position in the consumer market, all the brands are now bringing out all their creativity in designed different types of masks in order to boost there sales. Now these facial masks have become a new item for competition among these huge brands.

Aditya Birla Fashion & Retail Limited (ABFRL) which is one of India’s top manufacturing and retail branded-fashion apparel companies, which manufactures workwear under the labels  such as Louis Philippe, Van Heusen, Allen Solly and Peter England, had also moved on this path now, so  now they are making branded masks. 

Also read: Is COVID-19 Impacting Salons And Spas? Do Not Panic, Follow These Simple Grooming Tips At Home!

Yes, that means you can wear your branded workwear with a matching branded mask. According to Economic Times, Vishak Kumar, CEO – Madura Fashion & Lifestyle, Aditya Birla Fashion and Retail Ltd, said that besides safety, they are in the business of style, so the aesthetic of the mask matters as well.

Kumar says that adding masks to their list of products was a big change and that they deployed a special team for the project, in a very short matter of time. But it was all hands on board. “ While we managed our sales through online platforms and our stores, the donations were managed through our CSR wing,” adds Kumar.

The mask has become a way of life now and so why not make it a style statement? Plus, like dressing up can be a mood booster, could a stylish mask help you showcase your personal flair.