FORGET SHOES, BAGS OR SCARFS - MASKS ARE THE NEW TREND WE ARE ALL SUDDENLY PAYING ATTENTION TO
JUNE 29TH
FASHION

Masks have become a new fashion staple for us all, from the most unexpected and unprecedented circumstances, the mask has been this year’s most bought fashion item so far. The Arrow face mask from Off-White, the designer brand founded by Virgil Abloh, became the most searched menswear product online during the first quarter of the year, according to the Lyst Index. No matter that the mask had been launched way back in 2019 for the Autumn/Winter season. In the time of Covid-19, the face mask has become an essential accessory.

Off-White masks have been selling for up to $250 on Ebay, but the broader market is equally busy. Japanese retailer Uniqlo launched its three-layer Airism face masks in Japan this month, prompting overnight queues for the reusable products, which are sold in packs of three for 990 yen.

Now that trend has spread worldwide, prompting flood of masks and protection gear onto the market — which may, already, be saturated. The key to success, say manufacturers, is to innovate quickly and continuously. “You must change really really quickly,” says Monica Sarti of Italy’s Faliero Sarti, which switched from making scarves to masks as the pandemic spread. “Otherwise people get bored.”

 

This mask frenzy has also triggered a series of Gen Z Depop sellers and graduate fashion designers to incooperate masks into their business’ which shows the tenacity and speed of this generation. Many young people have managed to successful set up mask selling business’ this year.Despite the major circumstances that caused this trend, it highlights the speed in which fashion moves and how we have entered a new world with a trend, that for the near future, won’t be dying anytime soon.