Face masks: The new fashion accessory

In the age of Covid-19, the mask has become the indispensable tool for personal protection, but it seems that it is also the new fashionable accessory. While some see it as a way to "trivialize" the pandemic that has been raging around the world in recent months, others see it as a way to communicate and express their identity and style. Focus on initiatives that shake up codes and turn the mask into a new visual icon:

AESTHETIC AND COMMITTED INITIATIVES...

At a time when political, economic and health tensions are constantly making headlines, culture seems to be regaining its role as a denunciator, starting with fashion. Designers and other players in the sector no longer hesitate to take sides by developing collections, initiatives and events rich in symbolism. Like the photo exhibition "Mask Fashion Week" in Vilnius (Lithuania), imagined by the artist Julia Janus, which combines fashion, street style and security. The goal? To encourage people to protect themselves from the virus, to maintain creativity by selecting the most beautiful masks designed during their quarantine and immortalizing their creators in the streets of the city. The masks were also featured in the Portuguese edition of Vogue last April with the headline "Freedom on hold, Covid-19 fears will not stop us".

...THAT ALSO INFILTRATE SOCIAL MEDIA

The Pandemic Action Network asked celebrities and influencers to post photos of themselves wearing masks to "normalize" protection and encourage their use through #MaskingForAFriend. Celebrity accounts from Hailey and Justin Bieber, Ariana Grande, and Hilary Clinton call the mask "a must-have accessory for spring".

CREATING AN IDENTITY

If the mask becomes a relay for the ideals of the creators, we can use it as a way to militate and express our identity - particularly the new generation who thus put the human being back at the heart of its concerns. That’s why our masks are handmade in Portugal and we don’t see them as a simple everyday tool but as an everyday accessory that will always be by your side.