A New Medium: Fashion Designers Combat COVID-19 by Making Stylish Masks

Exploring the "New Normal" of the Fashion Industry

A New Medium: Fashion Designers Combat COVID-19 by Making Stylish Masks

The fashion industry is not safe from the blows of COVID-19. According to Remi Landau, brick and mortar shops offering clothing, accessories, handbags, and shoes have seen a decline in sales when the pandemic began. While it is faced with challenges, the fashion industry remains hopeful and committed to creating more for the public. 

Part of the new normal the world will have to accept amid the COVID-19 pandemic is the mandatory wearing of face masks when out in public. To reserve N95 and other medical masks for health care workers and others serving on the front line, clothing brands and individuals have started to make their own cloth masks, notes fashion designer Remi Landau. The shift was not a gradual one. From fashion giants to local shops, businesses did not have second thoughts transforming their facilities to manufacturing masks from their usual production. 

The market for masks has opened up as countries continue to implement orders for all to wear mask in public.  Lyst, a global fashion search platform, has listed face masks as the most searched for fashion item of the year. With the item being a necessity, many have turned and are turning it into a fashionable piece. The merchandise arm of the Universal Music Group (UMG), Bravado, is now making face masks of artists like Ariana Grande, Rolling Stones, Billie Eilish, and more. Bravado began the initiative by providing face masks to its employees. Plus, the merchandise arm commits to donating 50,000 masks to community works. 

Set up by licensed merchandise manufacturer, Trevco, MaskClub is currently selling Batman and Hello Kitty-branded masks.  Remi Landau mentions that MaskClub asserts they are “the first-ever branded subscription face mask website,” giving customers a choice to sign up and be sent one mask every month.  For every mask purchased, the Trevco-developed brand will donate to the First Responders Children Foundation.

During these times, it is evident that the fashion industry serves as a beacon of hope in different ways.¬†Designers refuse to have their creativity hampered by a pandemic. By making face masks for health care and non-essential workers, clothing brands can express their creativity through a different medium. For fashion designer Remi Landau, this is the best time for the industry to truly shine. And by transforming their studios and production facilities into ones that manufacture PPE’s and masks, designers and brands show just how important their role is in the fight against COVID-19.¬†

Remi Landau recently served as an assistant to a personal stylist at Bergdorf Goodman, where she learned about curating clothes for a broad range of clients. These days, she is an aspiring fashion designer focused on social nightwear. For more on Ms. Landau, visit this page.