In the midst of the coronavirus epidemic , the mask has become mandatory to contain the spread of the virus. It evokes a new way of life that could well become the norm. Aware of this trend, many brands manufacture their models in various colors and prints.
If the mask has become a real accessory that we now come across on every street corner, can it become a trendy fashion item for the next few years? According to the models that flourish in the e-shops of Parisian boutiques and the celebrities who exhibit it as a fashion piece on Instagram , one could only be convinced of this. However, luxury brands are rather cautious on the subject.
It has proven to be missing and essential during this coronavirus pandemic, but it could well become the norm. Indeed, with global warming, certain diseases could spread, making the risk of occasional pandemics. But also, as Michael Ryan, Head of Health Emergencies at the WHO, pointed out, “This virus could become endemic in our societies, it may never disappear ”. Thus, the mask could establish itself permanently as an essential accessory.
Faced with this trend, the fashion mask is available in various colors and prints. Just look at the e-shops making handmade fabric masks that are popping up on Etsy. Similarly, the most searched fashion item on the internet in the first quarter of 2020, according to the Lyst report, is a white arrows mask from the brand Off-White.
However, luxury fashion brands are more than cautious on the subject. Indeed, according to Rachelle Marquisette, Fashion Specialist at reviewbox.fr; the big brands could be very reluctant to divert this clinical object to make it an object of profit. Moreover, in the collective unconscious, it is associated with the current health crisis.
Dior, Saint Laurent and Balenciaga requisitioned their workshops to make masks, but intended for caregivers. They have not yet indicated whether these masks will be available in their future collections.
On social networks, celebrities show off their masks under the hashtag #jamaissansmonmasque. This is particularly the case for Ben Affleck, Rita Ora and Laetitia Hallyday.
