{"id":3086,"date":"2020-06-10T05:11:43","date_gmt":"2020-06-09T23:41:43","guid":{"rendered":"http:\/\/172.105.37.82\/?p=3086"},"modified":"2020-06-10T05:11:43","modified_gmt":"2020-06-09T23:41:43","slug":"cotton-face-masks-the-next-big-thing-in-indian-fashion-industry","status":"publish","type":"post","link":"https:\/\/indiacityblog.com\/fashion\/cotton-face-masks-the-next-big-thing-in-indian-fashion-industry-3086\/","title":{"rendered":"Cotton face masks – The next big thing in Indian fashion industry"},"content":{"rendered":"\r\n
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”<\/em><\/p>\r\n 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\u00a0 the“new normal” era.<\/em><\/p>\r\n The Brands Edit<\/strong><\/p>\r\n Indie brands like Tjori and Fabindia<\/strong> 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<\/strong>. \u201cOur 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,\u201d explains Ayushi Gudwani, founder of Fable Street.<\/p>\r\n Ace designers like Masaba Gupta<\/strong> and Payal Singh<\/strong> are tailoring out masks that resonate with their style and designs.<\/p>\r\n