How face masks become fashion accessories
Face masks are not only the new “norm”, but they are also turning into fashion accessories. In addition to opening up business opportunities for household sewers, luxury brands have also cashed in on its growing demand by manufacturing expensive face masks. From various prints to colors and patterns, there is now a range of designer masks available to meet his clothing taste.
Some designers are also adding face masks to their runway collections. Collina Strada is selling printed face masks, tied with knots, priced at USD 100 (Rs 7,498). Proenza Schouler, another luxury brand for women, produces masks in silk and viscose satin and gingham print in nylon and cotton. Additionally, Prabal Gurung is selling floral jacquard fabric face masks at US$55 (Rs 4,124).
According to a report by Quartzmany of these luxury fashion companies appear to have made a limited number of masks and are donating some or all of the proceeds from sales to COVID-19 relief efforts or other causes.
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While face masks have started surfacing as protective gear, their designer counterparts are more than that — they’re as much about visual statement.
Face coverings from Off-White, a company of Virgil Abloh, men’s creative director at Louis Vuitton, also got a lot of attention. A $95 (Rs. 7,125) Off-White face mask printed with intersecting diagonal arrows was recently deemed the hottest men’s product of the quarter by fashion search engine Lyst. Off-White, however, has been making anti-pollution masks for some time and reportedly sells them primarily to customers in Asia. Rappers like Travis Scott and Future have been wearing Off-White masks since 2016, Lyst revealed.
Masks are also a growing category in a sneaker and streetwear resale marketplace called StockX. Mask sales have tripled, coupled with price increases, during the coronavirus lockdown, StockX senior economist Jesse Einhorn has reported. Quartz.
Masks produced by Off-White and a streetwear brand called A Bathing Ape are becoming the most popular.
StockX sold about 200 face mask units per month of a particular Off-White mask with diagonal black-and-white stripes, up from about 80 before the lockdown, Einhorn said. Bape’s WGM Shark Mask is another bestseller, with around 40 sales per month and an average resale price of US$124 (Rs. 9,295) at the time of this writing, a big premium over its price. retail price of USD 40 (Rs 2,998).