Mask: the future trend of 2020

For 2 months now, Italy has been facing the Coronavirus
emergency together with other European and overseas
countries, converting most of the industrial textile production
into the production of masks necessary to counteract any
infections among the population. As a matter of fact, luxury
fashion houses like Saint Laurent, Balenciaga or Armani
announced that their workshops would be devoted to the
production of surgical face masks, instead of clothes. Masks,
which were already widely used in Asia due to the smog, in more
recent years attracted major brands such as Off-White and Palm
Angels, but also Fendi, designing pieces that were widely sold
with the advance of this trend. The latest one was Marine Serre,
who launched the Marine Serre X Airinum Urban Air Mask 2.0,
priced at $295, during her F/W20 ready-to-wear fashion show.

In the last month, celebrities, models and influencers have also
started posting selfies wearing masks, increasing this new trend.
The imminent development gives way for an exponential growth
in the use and creation of masks, in different colors, styles,
shapes and embroideries. Therefore, in the future, masks will be
included in the next fashion shows and collections as a must-have
piece. (Sharon Marianni)

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