How Major Brands Are Making COVID-19 Face Masks Fashionable
The coronavirus pandemic has quickly and severely altered how we work, how we learn, and how we interact with others for our own safety. Back in 2013, the average cost of spending one day in a U.S. hospital was around $4,293. But with over 1.2 total confirmed cases of COVID-19 nationwide and almost 80,000 total deaths occurring as a result of the virus, it’s no wonder that many Americans are making effort to ensure they don’t become part of those statistics.
Although the U.S. Centers for Disease Control and Prevention originally stated that healthy individuals had no need to wear face coverings, the CDC has since switched their stance on face masks. Now, the agency has recommended that all Americans wear face coverings in public settings where social distancing guidelines are difficult to maintain. And while the development of plastics, like synthetic polymers, exploded in the decades following 1940, these face coverings are largely made out of breathable fabrics like cotton.
The growing need for face masks has prompted many home sewers to lend a hand in creating face coverings for themselves, their families and friends, their communities, and even buyers from across the country. In fact, sales on Etsy — the popular marketplace for independent online retail shops — doubled during the month of April due to the demand for masks. All told, more than 12 million masks were sold on the platform last month, totaling approximately $133 million in sales.
That said, not everyone wants a mask with that homemade feel. By the time federal agencies recommended masks for all, the emphasis on mere function had given way to a desire for stylishness, too.
As a result, major brands have gotten in on the mask game. Although designers like Christian Siriano, Louis Vuitton, Gucci, Vera Bradley, and Prada were already using their resources to create practical masks for healthcare workers, there are fashion labels who are now creating something a bit more chic to sell directly to consumers.
Universal Music Group’s Bravado, which sells merchandise for signed artists, is making face masks featuring Bille Eilish, Queen, and Ariana Grande for around $20 a pop. UMG will also donate 50,000 masks to community workers and distribute the net proceeds from the masks to music charities. Disney created four-packs of reusable masks featuring iconic characters like Mickey, Minnie, and Baby Yoda, putting them up for preorder for $20 a pack. Disney, too, is giving away to those in need: the company has pledged to donate 1 million cloth face masks to families and children in underserved communities and give up to $1 million in profits from its face masks to MedShare, a company that delivers medical supplies to vulnerable communities. The NBA and WNBA have also started selling masks with team logos, with all proceeds to benefit Feeding America and Second Harvest. And MaskClub has partnered with Sanrio, Hasbro, and Warner Brothers to make masks that bear the likenesses of Hello Kitty, the Care Bears, My Little Pony, Batman, Superman, and Wonder Woman. For each mask purchased, MaskClub will donate one to a first responder.
If team logos and pop culture references aren’t your thing, however, there are still some highly fashionable options. Alice + Olivia created some fun masks from sustainable fabrics, noting that the brand would donate a mask to hospitals and communities in need for every mask sold. While diamonds are a girl’s best friend (and the hardest natural substance on the planet), they’re probably not the most practical mask embellishment. However, Katie May, a bridal brand, recently released a line of masks embellished with sequins and lace; the company stated that they’d be donating three utility masks to those on the front lines for each mask sold and that they’d also be making donations to charities. And Lirika Matoshi, known for ethereal gowns and short rainbow dresses seen on Instagram influencers, created whimsical masks with daisies and strawberries with 100% of the proceeds being routed to charities in Kosovo. Other fashion brands have gotten ultra-creative with their mask designs — and many of them quickly sold out of their offerings, with promises to restock as soon as possible.
Even when the masks are designed by brands known for their exorbitant costs, most makers are sticking to the unwritten rules. It’s fine for designers to price their masks to recoup expenses, but price gouging is strictly prohibited by the public. The cost of high fashion is normally based on perceived value, not actual value, but it looks as if many companies are willing to set that aside for now. After all, profiting off the pandemic isn’t a good look.
Although shelter-at-home orders are now being lifted in certain parts of the country, many Americans are still required to (or are choosing to) wear masks in order to do their part to protect others. But for those who are hesitant to cover their face — or want something that makes them feel a bit more beautiful — providing a stylish alternative may be the very thing that helps us flatten the curve.
