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Cotton face masks – The next big thing in Indian fashion industry

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COVID-19 pandemic left the businesses, from all walks of life in deep waters. Many were forced to carve out new trajectories to stay afloat. While the Indian fashion industry was losing its grip on the market, COVID-19 offered a new market to them altogether. The news of famous ateliers being converted into factories for producing face masks and sanitizers was all over the place. Now, it seems as if the industry has started embracing “the new arrival”

Face masks are deemed as the most vital equipment for protection against coronavirus. Once, when businesses ran out of supply to serve their demand, are now offering these in abundance. With strategies like selling family pack and color coordinated face masks, brands have shifted their focus to curate ingenious cotton masks with a motive to outdo their competitors. From local boutiques to luxury brands, everyone is competing hard to produce beautifully designed face masks for the customers of  the“new normal” era.

The Brands Edit

Indie brands like Tjori and Fabindia are keeping up with their brand’s image and crafting masks with beautiful earthy tones and block prints. Subtle colored and printed face masks have now become the identity for the workwear brand- Fable Street. “Our initial focus was to make masks that were comfortable, soft, and sanitized. We started small with one variety of these and realized that there was a clear demand for such face covers,” explains Ayushi Gudwani, founder of Fable Street.

Ace designers like Masaba Gupta and Payal Singh are tailoring out masks that resonate with their style and designs.

Source- India Today

Furthermore, Masaba Gupta has dedicated a whole segment to her mask collection called “Maskaba”. The collection constitutes cotton face masks in colourful and quirky prints and are available on the designer’s official website for Rs. 750. 

Luxury brands are too following suit. Affluent brands like Louis Vuitton, Gucci, among others, are producing these protective mouth gears with their popular insignia printed on them. 

What led to the famous trend? 

“Never let a good crisis go to waste,” this famous saying from the times of WWII, is what the brands are inspired from. During the outbreak of the pandemic in the country, companies witnessed a tremendous surge in the demand for these cotton masks, however, it could not be met. Tapping on this scarcity of the most essential items and realizing its future potential, businesses have now started embracing the trend. Another major reason that leads to this transition is the nationwide lockdown. As it restricted people to step out and the deliveries of non-essential items, the only thing that could help the retailers move was the essential ones.

Moreover, the comfortable and aesthetic nature of the cotton masks is making them popular, resulting in a wide range of colors and prints. Customers now have the option to match them up with their garment, as many brands are offering customization as well.

They are functional yet less intimidating than medical masks. With masks becoming mandatory, they will be a permanent part of our look, and people will get creative,” says Ronita Mukerjee, executive director for client services at brand management company Landor Associates. “These masks are almost a form of self-expression, an extension of fashion.”

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3 Comments

3 Comments

  1. Pingback: IS MASK MORE THAN A SAFETY GEAR? - Hautelist - Custom&Carry

  2. Pingback: IS MASK MORE THAN A SAFETY GEAR? | India News Time

  3. Linta Mary

    November 25, 2020 at 1:20 pm

    Cotton face masks have become very popular in the fashion industry as they not only offer protection but also symbolizes style. They are very functional and economical as they are reusable when compared to disposable medical masks. There are many brands that manufactures cotton masks in India and Earthsafe is the best among them. Their masks are made from high quality cotton and comes in different styles. Check their website to browse their collections.

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Fashion

Beautify your Winter look with these accessories| Trends for Winter fashion

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Winter fashion, 22 January: Stepping out of the house when the temperature drops, that too in style, turns out to be one hell of a difficult task in winters. Beating the chilling winters requires something more than just inner wears and furred coats, you would require additional accessories to keep you both warm and stylish.

With winters breaking all records this time, girls might be suffering as they have to carry out proper clothing and fashion both on-point simultaneously, doing what is next-level strenuous. We cannot even think of removing the bundle of cloth layers the winters are making us wear then why not dress with them on? Indeed, the winter fashion struggle is real but we can make it happen if we want to show off our fashionable outfits in style and stay frost-free.

Check out some of our recommendations below:

Chokers

Classy yet elegant, chokers magnify your look no matter if you wear it in any weather. Pair your cloth or ready-made chokers with your formal look, long coats, or front open leather jackets. Surprise your mates with this look and pull-off the winter fashion in style.

Silver oxidised earrings

There’s no outfit an earring cannot beautify! Literally, every girl misses wearing earrings especially in winters but did no one tell you that your plain winter coat required the charm in form of a silver lining? Yes, it does. Use your silver oxidised earrings with your plain winter outfits, these make you look simple and adorable.

Stoles and scarfs

Seems like no one mentioned about this one too! Scarfs are responsible for making you look gorgeous and warm like nothing else. Personally, I would suggest you buy colourful boho scarfs, these would not only add charm to your winter look but would make you feel good about yourself. Also, scarfs are the best way to protect your neck and chest from the direct chilling wind.

Boots

Heeled ones or flat, it is your call but boots keep you all warm, cosy and classy, of course. Furred boots help keep the feet warm and protected from frost. Your feet are the coldest body part and the one who faces challenges in getting proper warmth. Amid the struggle, your regular shoes do not contribute much in providing them with the proper warmth and fashion look. However,, here is where the long boots play a vital role.

Furred jackets

Furred jackets make you feel cosy, sweet and warm altogether. Furred jackets are one way to keep yourself protected from the extreme cold weather and also pull off your winter look in style. Therefore, furred jackets are girl’s favourite and preferred all over.

Cosy pom beanies or hats for winter fashion, your choice

Depending upon your choice, protect your ears and head area with a beanie. Dress with a headcover.

Also read: Spanish brand Desigual expands online presence with Tata CLiQ Luxury

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Fashion

Fossil Group launches virtual watch try-on feature without additional app

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22 January: Never have you ever have had such experience. Luckily now with Fossil group, you can. Fossil Group has recently launched its new Virtual Watch Try-on experience across various brand channels including Fossil.com and Watch Station. Fossil Group is working partnership expansion with Tangiblee as the team rolled-put this web-based, and reality feature for watches.

This feature does not require the users to use or download another app or additional technical equipment to check the watch size. In just a few steps and taps, the consumers can place any Fossil watch on their wrist using the scaled accuracy. The Fossil team and Tangiblee wanting to bestow a unique user experience by maintaining the highest level of accuracy. This new development can be experienced by only following a two-step process.

Also read: Rent N Flaunt launches new affordable rental plans

The first step requires the users to measure the width of their wrist with their phone screens. The calibration or measurement step is not required for Tangiblee’s algorithms to work properly but assures that the wrist is measured accurately.

The second step calls for a picture of the user’s wrist using which the watch is virtually placed on the image. The user can slide the watch back and forth on the wrist, zoom in and out on the watch dial.

Tangiblee’s CEO, Eliad Inbar, said, “We’re excited to partner with such a wonderful collaborative partner and cannot wait to see what the usage & performance data reveals in terms of Fossil customers’ feedback as well as the impact to Fossil’s bottom-line.”

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Fashion

German brand Birkenstock sets up 4th Indian store in Mumbai

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21 January: After establishing successful stores in Delhi, Hyderabad and Chennai, now Birkenstock is setting up their fourth store in India that is in the country’s finance centre, Mumbai. Other than this, the German manufacturer is planning to launches stores in Bengaluru and Chandigarh in the coming months to strengthen its Indian presence furthermore.

In a statement, Jens Hattab, regional managing director of Middle East Africa India at Birkenstock, “Following a strong market entry of the brand in 2020, our quality products enjoy a great consumer appreciation in India. The recent opening in Mumbai as one of the country’s key fashion hubs is just another stepping stone in our strong growth plan for the year ahead.”

Birkenstock entered the Indian market back in December 2019, however, its history dates back to 1774. As triggered by the covid-19 era, the German brand also launched its e-commerce platform in order to ensure that the buyers can shop from the comfort of their homes without risking the lives amid covid spread.

Also read: German footwear brand Birkenstock plans expansion across India

Every store of this brand aim at laying down the best shopping experience for the Buyers by offering them with over 200 several models from Germany’s largest shoe manufacturers. Also, it retails through multi-brand outlets.

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