Covid 19 Impact Stylish face mask is the new focal accessory of top fashion brands in India

Several apparel makers and fast-moving consumer goods companies had earlier stepped up to produce medical-grade masks as a philanthropic act when Covid-19 struck but now it is apparent that the pandemic is set to alter lifestyles for at least some time to come.

“Masks are expected to become a habit over the next few months. We are also working on neem and tulsi treated fabrics for Peter England for greater degree of wellness,” said Vishak Kumar, CEO of Madura Fashion & Lifestyle. Factories of Peter England, Louis Philippe,Allen Solly and Van Heusen are tailoring masks with comfort, fit and shape analytics for adults and kids, he said. 

Lifestyle brands Puma India and Hidesign too are set to launch masks in the next few months. Even suits and trousers have come under the health canopy as textile makers Donear Group of Companies and Grado have developed an anti-viral fabric to stay relevant.

According to Sandeep Kataria, CEO of Bata India, the footwear company plans to introduce masks under its sports brand Power and broaden antibacterial school shoes range to adults.

Fashion retailer Myntra, which restarted operations with delivery of masks, has created a dedicated ‘essentials’ section on its menu driven by the growing demand of the category in the past couple of weeks.

“We are looking to sell PPE (personal protective equipment) such as overalls, visors and helmets in the coming months. Discussions are also on with brands experimenting with anti-virus clothing,” said Ayyappan Rajagopal, head of business at Myntra.

Fashion is the right industry to manufacture masks. The category is a definite commercial opportunity. It is not just a phase but a year-long trend