Who would’ve thought that the trendiest thing to do in 2021 is to match your outfit to your mask? Definitely not me. We are entering the ‘post-virus’ era and this could mean that matching sets may be here to stay. Travel is picking up again, slowly but surely, and perhaps the next hottest thing will be a matching set between your outfit, mask, sunglasses, luggage and gloves. 

Pre-Covid travel style as seen on social media influencer Camila Coelho

Potential post-Covid travel style

The pandemic has forced brands to readapt their strategies as well as the product they offer. People are getting tired of wearing their masks all day for the obvious reasons we have all struggled with. We can all relate to the lack of freedom masks impose onto our everyday lives. Yet, as a fashion lover there is one specific struggle I’m looking to overtake. Surgical masks are the least compatible shade of blue which aesthetically can damage a perfectly well composed outfit.  

This is where ‘Covid Chic’ comes into play, it is the leading trend all brands should be following. If you’re going to wear a mask, wouldn’t you rather it compliment your style? Billie Eilish has been owning red carpet looks since pre-covid times whilst covering the lower half of her face as seen below in Gucci and Louis Vuitton. She told E.T “I like to be judged, so I wanna see heads look up.” Billie’s style has been ‘Covid ready’ and ultimately proves that covid should not compromise fashion or identity. 

Grammy’s 2020 Billie Eilish wearing a sheer Gucci mask before anyone else

Getty for Spotify by Joe Scarnici 2019 April

Urban Outfitters collaboration with Billie released in November 2019

The 2021 Grammy’s was the epitome of ‘Covid Chic.’ The attending creatives embraced red carpet standards whilst being covid friendly. 

The trend is well established with the A list celebrities and public figures, and is being adopted by the fashion and trend lead public. Not only are masks being sold in all our usual luxury brands such as Dolce & Gabbana, Off-white, Tory Burch, Ganni, Fendi and so on, they have officially taken their own place in the accessories category. Vogue fashion released an article on march 4th by Sarah Spellings giving readers the full rundown of the best cloth masks on the market. Once Vogue readers adopt a trend its Bible. Should we even be calling cloth masks a trend, or have they become a luxury brand necessity?

The most adapted brands which work at the highest level of insight into the customer’s needs go further than a simple mask. Brands such as Erdem have embraced this new era with the release of ‘Covid Chic’ spring  & summer kits. Erdem is making its customer’s lives easy by providing them with an effortless bucket hat and mask set. This set is the building blocks to creating the perfect outfit, as now the wearer just needs a base in one of the represented colours in the pattern to create a balanced and aesthetic outfit. 

Fashion moves quickly and brand adaptability is essential to their survival. Luxury designer masks are not part of the struggle but can rather be seen as an additional touch to a well constructed outfit. Can we expect brands to be sending models down the runway wearing cloth masks to compliment the look? It seems this trend is here to stay, meaning brands should continue to develop their strategies as well as continue to support their customers by embellishing covid to ‘Covid Chic.’ 

Sources:

https://www.etonline.com/billie-eilish-likes-when-her-outfits-make-heads-look-up-exclusive-122506

https://erdem.com/en-gb/gifts.html

https://vmagazine.com/article/billie-eilish-drops-exclusive-collab-with-urban-outfitters/

https://bkknews.org/celebs-matching-masks-with-their-outfits-is-the-hottest-grammys-red-carpet-trend/

https://www.vogue.com/slideshow/stylish-face-masks-to-shop-now

https://www.latimes.com/lifestyle/story/2021-03-14/2021-grammys-fashion-from-the-red-carpet

https://people.com/style/grammys-2021-matching-outfits-face-masks/?slide=d6960363-eb9c-4a03-bc6f-40aeeaa3c416#d6960363-eb9c-4a03-bc6f-40aeeaa3c416