The face mask evolution has become a vital revenue source for struggling fashion brands seeking to empower themselves. When Hillary Taymour started making masks for her brand, she channeled her energy into something positive. Back then, the fashion world thought everyone was suddenly shut ins.
For Taymour, who had just launched her psychedelic line, the idea was to create masks made for happy people. She wanted to translate her line’s energy into something practical and uplifting.
Perhaps because she injected a bit of joy into her designs, or maybe she was just able to get enough of her energy into creating them, they took off. Her masks created a halo effect, and significantly, Google searches for her brand name shot up.
During this crisis, the demand for face mask fashion has been an unexpected bright spot. According to a financial firm, the market in the US could be worth $6 billion by 2021. While the estimate suggests that the mask bubble might pop, it’s clear the demand for these products isn’t going to disappear any time soon.
During the third quarter of 2018, more than 100,000 people made mask sales on Etsy. The term “face masks” was the most searched phrase. This is because many of the world’s biggest companies are selling them. This is because they created a new low-cost accessory when people avoided purchases.
Face mask fashion has become a symbol of both political and personal identity. It simultaneously reveals and conceals our political biases as well as our self-expression. Masks may be simply a part of a new normal that will eventually subside once the pandemic vaccine is available. While most designers have opted for inoffensive designs, some have found ways to inject personality into the highly-visible accessories.
From Emilia Wickstead to J. Crew, some of the biggest names in fashion have started incorporating the face mask concept into their collections. Aside from these, some luxury brands also started displaying their own branded masks.
Major leagues quickly adapted as the fans’ enthusiasm for sports merchandise grew. According to Fanatics, the number of licensed masks has almost tripled since the beginning of the year. In March, the company stopped making MLB jerseys and started creating face coverings for the workers. They are expecting to continue developing new styles.
The masks will continue to be part of every fashion designer’s arsenal until help from the government is available. Taymour, who doesn’t know when the pandemic will end, said that she’s not scared to continue creating masks no matter what the situation is. The face mask evolution will continue for now.