How Has the Mask Trend Influenced the Fashion Industry?

Though some brands remain mute on the new accessory, many rushed into production for face masks in various styles and prices, with plans already in place for incorporating the trend into their next collections. 

But perhaps the fashion industry should have seen the trend taking horizon, at the Grammy Awards earlier this year Singer-Songwriter Billie Eilish wore Gucci face mask on the red carpet which seemingly pleased fashion critics. During this year's Fall/Winter 2020 Fashion Month Marine Serre debuted her avant-garde N95 washed mask, which was later sold out on most e-commerce websites. 

Brands following in pursuit like Celine and off white who also featured masks in their collection. In response to the global pandemic of COVID-19 brands that fall under the less high street fashion such as Urban Outfitters, Prabal Gurung, Rag & Bone, Rowing Blazers, Lacoste, and many more have begun distributing cloth masks in numerous styles and patterns. 

Brands going beyond the purpose of safety and accessorizing an outfit like the sportswear brand Under Armour have released a mask specifically for exercise, given the name UA SPORTSMASK. With a water-resistant exterior for all forms of exercises, and a design which allows the wearer to breathe comfortably in comparison to a typical mask. Patrick Friek the CEO of Under Armour stated in an exclusive interview, “We specifically designed this mask for athletes and for all of us who want to exercise and train while also keeping ourselves, and those around us safe”.

With a strong representation in popular culture, especially in Japan, face masks are often synonymous with collective protection and civic duty. A piece far from hampering social relations and interactions, masks are worn for even cold weather without attracting any particular attention. But on another playing field the Western culture were more disturbed by the use of face masks, as they considered it to be a hindrance with the concealing quality being perceived as an obstacle to communication. 

While it may be too early to make certain of the future, masks have become the center of the fashion moment. Being an accessory that has been common in many Asian countries for a very long time period for social and health reasons has become a new trend in the West. Reflected through the high end fashion to sportswear, we can see how designers have caught onto the wave of the new movement. Whether you are a designer, an influencer, or neither-nor, social media is a useful tool to engage with the popularity of face mask and the micro trend among them. 

By Nathalia Lampkin