The ongoing Covid-19 pandemic has made masks mandatory for the world. An essential item for outside, it has taken the fashion world by storm and has re-invented itself as the “it” thing. From printed chic ones to those carrying messages of protests, masks are being used to boost creative instinct in these corona times.
The latest entry into the fashion and accessory world is the gem-studded face mask that is being made in Mumbai’s posh Zaveri Bazaar. Decorated with Swarovski crystals, it gives out the perfect example of pandemic shaping fashion sensibilities.
This special mask protects one person in best way as Alma Care’s Virakti Kothari a fashion expert says, “We have selected this final material almost after testing and trying 214 clothes. It’s cotton hosiery material with 95.9% filter efficiency has increased Oxygen carrying capacity, its soft stretchable fabric for extra comfort and provides clarity of speech.”
This elegant and quirky mask aims to fulfill PM Narendra Modi’s Aatmanirbhar campaign by advocating “vocal for local” approach. Head of Alma Care Kaustubh Mehta says, “We are Glocal as we have an Indian product with a global approach.”
Since past three months Zaveri Bazaar was closed with no employment opportunities for labourers and with this new trend, the makers hope for providing employment to workers. “With respect to the Unlock 2.0 procedures initiated pan-India, this product truly is the need of the hour for everyone looking for elegance at every season and occasion in the times to come. It enables one to stay protected in style. With designs ranging from unicorn to dolphins, we are seeing huge surge in demands. Out of almost 40,000 masks in production, 35,000 are sold already, with price of Rs 2,190 with GST,” add Mehta and Kothari.
This studded mask has received great customer reviews with fashion influencers being the biggest target audience. As covering the face becomes a necessity, the fashion world moulds itself to suit the needs of the population.