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  Life   Fashion  10 Jun 2020  As facemasks become the new normal, fashion brands innovate with designs

As facemasks become the new normal, fashion brands innovate with designs

THE ASIAN AGE. | NIVI SHRIVASTAVA
Published : Jun 10, 2020, 8:15 pm IST
Updated : Jun 10, 2020, 8:16 pm IST

From cute floral designs to quirky animal, shark, bird and geometrical patterns, these masks come with multiple design options

Designer Anuradha Ramam talks about her eye-catching monotone and indigo masks for Rs 200 in her signature block prints
 Designer Anuradha Ramam talks about her eye-catching monotone and indigo masks for Rs 200 in her signature block prints

True fashionistas never dismiss an accessory that can accentuate their looks. Now in the times of COVID-19, the humble mask is showing up as the most important accessory. That piece of layered cloth designed to protect you from germs is a key item one cannot afford to forget while leaving home. And this accessory is here to stay for long.

However, the masks need not look boring. Surely not! Considering that necessity, even as mainstream fashion takes a backseat, brands have now steered towards channeling their resources to create reusable designer masks.

 

Hide and seek

Hiding the face was never considered sexy, but as with everything else, the Coronavirus left us with no choice but to transform and turn masks into the most unpredictable accessory for 2020 — a part of the “new normal”.

While international luxury brands such as Gucci, LV, Fendi, Chanel and Proenza Schouler have created exorbitantly priced signature-logo, limited-edition masks, the Indian designers have kept the prices between Rs 100 and Rs 500 for the sake of mass buyers.

From cute floral designs to quirky animal, shark, bird and geometrical patterns, these masks come with multiple design options, which are available online. Moreover, post lockdown, fashion brands have begun using their time to create interesting options for buyers in this segment.

 

Designer Anuradha Ramam talks about her eye-catching monotone and indigo masks for Rs 200 in her signature block prints. “I have used leftover fabrics in layers to create these sustainable masks,” she tells us. “Made from indigo-dyed block prints and pure ikkat fabric, these masks are double-layered and easy to breathe from. One can wash them and reuse them to adhere to social distancing norms.”

Reverse, recycle, reuse

To create some affordable options for youngsters, designer Nidhi Yadav of AKS Clothings came up with a line of trendy masks that are not too heavy on the pocket. “We are aware of the requirements of modern women, and the innovative masks will help them not only look stylish, but also support the ‘Make in India’ movement by using 100% cotton fabric,” articulates Nidhi about the masks that are currently priced approximately at `350 for seven pieces.

 

“They are also washable and reusable. The reversible masks are designed in floral, zebra and mosaic prints to brighten up a simple lockdown wardrobe with a pop of colour.” Besides the regular designer masks, there are DIY mask tutorials online and makeshift masks called ‘maskscarfs’ for everyday use, which one can create using any fabric and elastic strings.

Recently, India Circus by Krsnaa Mehta also unveiled protective and reusable facemasks to fight infections. The anti-pollution masks, priced at `199, come with a twist of fashion and feature blooming dahlias and palms in motifs, as well as palmette and chevron as well as asymmetric patterns in a variety of colours.

 

Tags: facemasks, covid-19 pandemic, facemasks design