Wearing a mask is already an imperative. No buts about it. It is an obligatory accessory that must be worn in public spaces as a measure of protection from possible contagion in this return to the new normality that we all of us are experiencing for the first time as a society. The coronavirus pandemic has shaken all our foundations, also affecting something as banal as our street clothes. Indeed, this essential accessory during the lock-down has come to stay for a while, at least during 2020. An opportunity always emerges from every crisis and the fashion industry, hit hard by the interruption of production and consumption, has found in the mask an escape route to market a new accessory that will accompany us wherever we go as a hygiene measure.
The commitment of brands and designers to this unexpected product is more than certain. In the last few weeks they have all started to produce their own designs. Within the luxury sector firms such as Gucci, Louis Vuitton, Fendi and Off-White have presented the new trend items, which in some cases are still true luxury accessories. The cost of a mask “with pedigree” could be anything up to 200 euros. Celebrities have also seen a niche to maintain their popularity and earn extra money. Let them learn from Kim Kardashian! The voluptuous American socialite recently launched a collection of masks with devastating result: they sold out in an hour. The low cost market has also heeded the call to revitalize consumption via this accessory. For example, the giant Inditex already has a collection of masks available in the online catalogues of two of its best-known brands (Bershka and Stradivarius). Indeed, the models of their campaigns already wear them accompanied by their jeans and fashionable tops. The message is clear: the mask has already become a standard piece of clothing in our daily wardrobe. Even the Lidl supermarket chain announced an agreement with Agatha Ruiz de la Prada to give their masks a touch of brightness. As experts in the sector point out, “creativity and ingenuity are needed to give colour to the dark times of COVID-19”.
A designer accessory
Spanish designers have also not stood idly by and have wanted to develop proposals that maintain their identifying features. The essence must never be lost. A stand-out example is the creative alliance between Dominnico and Pezones Revueltos to create four innovative masks. Thus, the Alicante designer Domingo Rodríguez Lázaro and the illustrator María Bueno have launched a capsule collection inspired by modern fairytale princesses. And we are very pleased to say that among those models you can identify some of our own fabrics.
Another pioneer designer creating his own mask has been Juan Carlos Pajares. In April the designer from La Mancha launched a colourful solidarity design whose profits were destined for sanitary equipment . Now Pajares is incorporating this as an additional accessory in his summer looks. Indeed, if you look closely you will also recognize the fabric of this design mask.
Quién fue un paso más allá fue Miriam Ponsa and Josep Abril went a step further, reinventing their brands to produce protective equipment to guarantee safety against the coronavirus. Initially Catalan designers created prototypes of gowns and masks to turn their production around and focus on meeting protection needs. Now, with the de-escalation they are keeping their mask designs as a further accessory in their collections.
Finally we should also highlight the creation by Closca Design, a Valencian company dedicated to creating bicycle helmets and other urban accessories which has expanded its business with a line of face masks of functional, sustainable and aesthetic design. This accessory is designed to last since it can be washed, is foldable and adapts to different faces because it has a velcro closure. The company assures wearers that the anti-coronavirus function is achieved with the same filters that are used in FFP2 masks, offering the same protection.
Apart from the big brands or prestigious designers, it is important to point out that a network of individuals and small companies in the textile sector has also been created, who have launched their own masks offering customizable options which especially are governed by the choice of fabrics to consumer taste. In this regard we anticipate that at Gratacós we will also soon be promoting our own line of masks, an interesting project that we will reveal to you in June together with the fabrics of our collections. Keep in touch!
