Economy: Supplement of the year: the mouth mask

As the coronavirus epidemic has plagued more and more countries and companies, many are in poor shape: Gucci, Louis Vuitton, and Prada have also embarked on the production of masks and medical equipment, which, like Vanessa Friedman, The New York Times It is also written by its fashion critic: He got the cutting edge and generated memes from the meritorious. A few months ago, it seemed surreal.

mask as the most modern accessory of the season

he thought, but this is no longer the case today. First, companies started doing this for healthcare workers. Now, however, to stay afloat on the one hand, and to meet the demand for masks on the other, which is based on curfew restrictions and making masks mandatory, there’s hardly a fashion company or designer that does not offer a face mask.

From political resistance and defense to fashionable self-expression?

It has been common practice in Asia to wear a face mask in the past. On the one hand, to protect those around us from possibly being caught by something of us, and on the other hand, to protect us from air pollution that also affects metropolises. In addition, covering your face has become a symbol of Hong Kong protesters, as a means to resist the system and hide our identity, protecting its user from surveillance camera scans.

To our east, there is also a greater tradition of creative reinterpretation: to name just one example, Chinese fashion designer Masha Ma caused quite a stir at Paris Fashion Week when she unveiled a mask decorated with Swarovski crystals as part from its spring-summer 2015 collection, but also with significant air pollution. In India, a local designer, Manish Arora, also came up with a design version years ago in collaboration with a company specializing in mask manufacturing.

After the initial “if you need it now or not” dilemmas and discussions, everyone is now wearing a face mask. In Europe, on the other hand, we are still learning how to use it properly. In many countries and cities, it is a matter of choice, not choice: also in Budapest, it should be used on public transport from April 27, or if we go to the store or to the market.

Textile masks in particular have been debated about their ability to prevent possible infection, but experts have also noted that civilians should wear textile masks instead of buying medical masks from hospital workers. Which is good news for fashion too.

Spring fashion weeks and trade shows have been canceled, influencers also present the latest trends and products of the brands to their followers from their living rooms, but do not parade through the streets of big cities. And one of the style icons of the new mask trend, which also dominates the fashion scene, is the President of the Slovak Republic, Zuzana Čaputová, who wore a red mask to match her dress at her inauguration on March 25, and has been doing so ever since for his official appearances. she wears a matching color mask, which she complements with gloves.

Therefore, it is not surprising that we are also less and less satisfied with the pale blue and turquoise color of surgical masks, which is not good for everyone, as it is far from being suitable for every item in our wardrobe, especially the set that is most necessary in the most justified case. We use it to get things done once we get off the four walls – social sites and internet platforms are awash with more outrageous than wacky versions, often sequined, decorated with tulle waves, exotic feathers, or even stones.

Fashion magazines have adapted from time to time, too: Although tips on “what to wear to go to the beach this year” have traditionally come up, they’ve been replaced by “where to order a stylish mask online” compilations: we like them. Even the most oriental cut pieces following geometric lines or rowing pieces in batik rewind, animal pattern, or even the batik trend that exploded last year, we can still count on designers. Sustainability has not been relegated to the background either: Ecological thinkers can vote for masks made from recycled materials that are recycled or reused.

From simple pieces of a few euros to luxury masks to hundreds of thousands of forints, everyone can find it, as they can express their individuality or wealth. Of course, one is not in such an easy position to spend money on luxury items: stores are closed in many countries, and we cannot easily escape from online shopping, as one of the major online luxury stores, the YNAP group, for which Net-a-Porter also temporarily ceased its activities.

We don’t stay like this if we crave something extra: Farfetchen, one of the leading online luxury stores, offers the Off-White simple cotton mask for € 929, for example. Yes, for 929 euros, which is more than 300 thousand forints. However, the good news is that it is machine washable. Like all other textile masks. (For comparison only: we can already buy shoes and bags of the cult brand worn for 600 euros, which is still a little more complicated to manufacture and incomparably higher in material costs). The masks were fired between 500 and 1000 euros by the brand, which drove the fuse and Twitter started against the reseller.

The rest of the brand’s masks have officially been sold out in the online store, of course: so it looks as if they’ve been in a hurry for the extraordinary opportunity, even if they’ve actually ruled it out due to angry reactions.

Pop Savage Billie Eillish is already wearing a stone-trimmed translucent Gucci mouth mask at this year’s Grammy in January, just as Miley Cyrus, for example, is dropping her health walk in a piece adorned with giant logos. On the one hand, they encourage responsible behavior and, on the other hand, celebrities provoke popular anger with “I feel like in prison” posts posted from their luxurious villas. Several have called the end of the era and the flu economy directly due to the current situation.

Are you and will you stay with us?

Collections of fashion brands often do not work: they serve as a kind of communication and marketing tool, they are spectacular and communicable. Overproduction is also important for mass-produced products, which is not only polluting but also a waste for brands. It is not the garments that generate the most income for fashion companies, but accessories and cosmetics: those that everyone can wear, regardless of size.

And if we stick strictly to numbers and financial returns, it’s not a bad business to make a mask, when lipstick sales are presumably in deep flight. It does not require a special technological background, complicated tailoring lines, making its production simpler and, finally, the user can function as a live card for the brand, while a perfume does not determine at first glance which product of the company.

And although less and less clothing is sold around the world, there is a constant and growing demand for masks, so for the moment, it also employs seamstresses. Experts say the mouth masks will stay with us for another year until the vaccine is ready. But it could easily be included in the constant supply of fashion brands as a facial mask as an accessory, since air pollution also gives many reasons to use it.