Over the last one year, masks have become a necessity because of the Covid-19 pandemic. However, they are now evolving into more than just being for protection, and into a fashion statement. From floral prints to Indian designs, they have come a long way and Indians are making the most of it while protecting themselves
Payal Singhal's black dupion silk geometric embroidered mask with detachable tassel
The Covid-19 pandemic has given rise to a new addition to our everyday attire – masks. While it was earlier about safety, it has now also become a fashion trend. From being available at INR 10 in blues and greens to now paying in lakhs for custom-made masks, they have come a long way. Many fashion labels have also jumped on the bandwagon and moved to making masks on a large scale and there has been quite an interesting uptick in the different kinds of designs available. From floral prints to quirky designs, it has now not only become a fashion accessory for women but also men, who are stepping up their fashion game, with the need to get back to offices. Teenagers, young adults and children are also not far behind as they want to flaunt their newest buy on social media.
Fashionably protected
In the first phase of the lockdown, the Payal Singhal fashion label started an initiative which took the help of influencers and celebrities to reinforce the importance of staying home to stay safe and wearing a mask at all times, when outdoors. “In April, we launched our reversible and washable three-ply masks using breathable fabrics allowing comfort for hours when outdoors,” Singhal stated. They have been adding to the product over the year by making masks for kids and men, embroidered masks and even mask chains. The new protective gear being an obvious hot seller, Singhal says the mask has come a long way. “From being something that was never used to becoming an essential and then becoming a must-have fashion accessory the mask has gone a long way in just one year,” she says.
Sundeep Chugh, CEO Benetton India, has a similar opinion. He says masks are changing from being a medical necessity to a functional yet fashion-oriented prerequisite. “People are gradually moving towards masks coordinated with their outfit and representing their personality. They are moving away from being structured medicated masks and becoming an extension of the users’ aspirations,” Chugh explains. After the initial scare when the sales skyrocketed, United Colors of Benetton is now in the adaptation phase and exploring with different designs, not only among men and women, but children, that feature an element of fun and goof.
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Payal Singhal
Material needs
The rise in the use of masks has also made people realise that they need to wear it for longer hours. That is why they are now experimenting with breathable masks and comfortable fabrics. From starting with the simple green and blue medically-certified masks, people are now moving to other materials in all kinds of different colours. This is especially helpful for people who do not agree with certain kinds of materials. Talking about the different kinds of materials used to make her masks, Singhal says, “Currently you’ll see masks in all kinds of materials from medically certified ones to fashion masks in all fabrics like cotton, silk lycra, polyester, knits to even neoprene masks.”
“While the filters are fairly standard now, the outer layers are in cotton, poly cotton, polyester, denim (cotton), neoprene and polyester mesh materials to name a few,” adds Chugh about the popular materials, while saying that they will continue to position their fashion masks with a focus on protection and design.
Among the variety of designs, there are many who are also exploring Indian prints on their masks, Abu Jani and Sandeep Khosla's label is making quite a mark as usual. Popular for their Indian touch, the duo think masks are absolutely essential, whether it is pre-vaccine in 2020 or post-vaccine in 2021. “We began creating masks that were quintessentially Abu Sandeep last year, and distinctly Indian under our brand, Asal by Abu Sandeep. They are made in khadi and cotton and silk, pure breathable fabrics and embroidered with motifs and techniques that are our signature - from gota applique to mirror work to Resham embroidery,” explains Khosla, one half of the label Abu Jani Sandeep Khosla.
Abu Jani and Sandeep Khosla
Making it to weddings
However, masks are no more limited to daily wear or work wear for that matter, especially for those who are constantly on the lookout to step up their fashion game. Now, with lavish weddings returning, people are sporting attractive designs that are quite eye-catching. “Custom masks are also the call of the day especially for occasion and wedding wear. We create one offs for custom couture orders. They are now as essential a made to measure accessory as our wedding footwear and bridal potli bags,” adds Khosla.
The Payal Singhal fashion label is also a part of this trend and have made matching masks for many clients for the outfits they buy, embroidered masks for brides matching their ensembles, and interestingly they have also have received many orders for masks as wedding giveaways and gifts.
United Colors of Benneton on the other hand received many corporate orders for masks for their employees, displaying their brand message. This is apart from the fact that they received requests for embroidered masks at their store fronts in the country.
Masks for the future
Masks are now a necessity and will be a priority for most people and thus fashion labels will be looking at catering to their customers at all times. Payal Singhal will continue with the PS initiative, which they started during the first phase of the lockdown. “We are producing masks in all our signature prints and will continue to do so for our upcoming collections as wearing masks and stepping out is the new normal now,” Singhal adds.
While fashion trends are always evolving, United Colors of Benetton are exploring a mask that will not only help with the Covid-19 pandemic but also protect against pollution, keeping in mind the rising levels in India. Chugh informs, “We are now evaluating multiple extensions for our masks and may decide to launch anti-pollution masks in the near future. Many Indian cities have poor air quality and these can be extremely functional for people trying to be cautious outdoors.”
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