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.  

 Payal Singhal