New government rules come into effect as of this week, requiring everyone in the UK to wear a mask or face covering on trains, trams, buses and in some taxis.
For some, this may be nothing new, having adopted mask use since the beginning of lockdown. For the rest of us, we now need to buy a mask, or other face covering adhering to the new rules.
On-line searches for masks have already surged by 496%. Fashion lovers are seeking masks that express their personal style, in some cases looking to the world’s most powerful fashion brands for something more stand-out. With demand skyrocketing, the most-wanted styles are now listed for many times their original price on resale platforms.
Predictably, key high street brands have started to sell their own reusable masks, from Mango to ASOS. With so much more choice available, people are seeking out styles that they feel comfortable wearing. Just like the shoes on our feet, practical, protective clothing can also be a signifier of personal style.
These printed masks by Alice & Olivia not only look chic but, with every purchase, the brand will donate one mask to the medical community. Alice & Olivia has also announced it will be donating 5,000 face masks to medical centres.
Collina Strada, Fashion Face Mask with Bows, £80
Alongside giving customers a free face mask with every purchase on its website, NYC-based Collina Strada has launched fashion-forward face coverings with its signature bows – ‘Welcome to our 1:5 ratio, with the purchase of 1 mask you will be providing 5 masks to healthcare workers in New York City.’ Click here to see the brand’s tutorial on DIY face masks.
collinastrada.com
LoveShackFancy, Face Mask, £15.93
Each one-of-a-kind mixed-print mask is made with hand-dyed fabrics and sewn with love by local seamstresses in Palm Beach, Florida. For every mask sold, LoveShackFancy is donating a mask to healthcare workers who are fighting on the front line.
Baukjen, Non Medical Face Masks – 5 pack, £25
Baukjen has partnered with one of its manufacturers in Portugal to make non-medical masks for personal use. The masks are made using 100% soft cotton leftover fabrics and cut-offs with no inner lining, which have been treated with an anti-bacterial coating for extra protection. With every purchase, Baukjen will ensure another 100 masks are distributed directly to The NHS Volunteer Army, other volunteers and the public.
Helmstedt, Safety Mask – Beestract, £30
These tiger-striped masks are made using upcycled deadstock fabrics from Helmstedt’s SS20 collection, with profits going directly to WHO’s Covid-19 Solidarity Response Fund.
helmstedt-online.com
Brora, Liberty Print Face Mask, £19
Brora has launched Liberty print face masks with the goal of raising £10,000 for NHS Charities Together. Retailing for £19, Brora is donating £10 from each sale to the charity
Florence Bridge, Picnic Baby Blue Face Mask, £12
Florence Bridge is a London-based fashion designer, renowned for creating classic contemporary womenswear from quirky digital printed silks, patchwork leather and shearling textures. The brand has created a collection of unisex facemasks and 25% of sales will be going to the @fuelourfrontline charity who are delivering essential groceries to hospitals around the UK.
