Mask production becomes a favourite of fashion labels
Face masks have joined the list of essentials in this situation of Covid-19 pandemic. And tapping on this opportunity are high street fashion brands and homegrown ethnic brands. From masks in colourful patterns to dark muted tones for a professional look, they’ve flooded the internet space advertising reusable masks.
Mansi Gupta, founder, Tjori says, “We’ve been producing kalamkari print masks as they complement Indian wear. The virus will not just go away, it might last a year. We had to look at the positive side. We decided to take mask production beyond the boring white and yellow colours.”
Shekhar Gupta, founder, Vastrique, says, “Under lockdown, business was impacted. We had to pay to our workforce. So, we decided to cater to the need and produce essential items. We started with masks with different prints and design.” Vishwas Shringi, founder of Voylla says, “It is hard to source anything, but we are fortunate that we are in Jaipur, where Sanganeri prints is easily available. So, we could easily access the vibrant colours.”
Catering to the need of working professionals, few brands are manufacturing masks to match the formal attire. Vishak Kumar, CEO – Madura Fashion and Lifestyle, says, “We’ve created masks that match different moods, to help the wearer look and feel great, while providing safety.”
The co-founders of Fab Alley, Tanvi Malik and Shivani Poddar believe that “going forward, masks are going to become an important aspect of our everyday outfits”.