Feedback
A pioneer B2B media and publication platform connecting with Fashion Brands & Retail in India
 

Cotton masks become an integral part of the Indian fashion industry

 
Cotton masks become an integral part of the Indian fashion industry
 

Though it compelled garment manufacturers across India to shut their factories, the COVID-19 pandemic also offered them a life vest in the form of cotton masks. Masks have become a necessary tool of survival in these catastrophic times, many apparel brands, from luxury to affordable; have diverted their production to creating these beautiful masks.

While ethnicwear brands like Fabindia and Tjori are focusing on masks with block prints and weaves women’s wear brand Fablestreet has incorporated subtle prints and colors in its masks. Designer brands like Anita Dongre, Nitya Bajaj, Santosh and Sivan are adding their individual touch to masks.

A mix of business and social welfare

Emerging almost as a form of self-expression, masks have now become a crossover between a business opportunity and using one’s brand equity for social good. Countless Indian brands have forayed into the mask-making domain over the last few months. Designer Masaba Gupta started making cotton masks in April with the twin aim of keeping her business going and also donating these to people in need. Today, her brand sells masks priced Rs 250 onwards. Some of these masks also have a gold foil and cost Rs 750 per mask.

Designer Payal Singhal too started her mask making journey with limited editions, for a niche audience primarily to spread awareness on social media. These masks were part of a campaign where Bollywood celebrities and influencers shared photos of themselves wearing Singhal’s masks. Her brand Fablestreet initially made masks from old scraps of clothes. It is now creates different variants of these masks sold in a pack of 10.

Factors driving the popularity of cotton masks in India

One of the main reasons for the popularity of cotton masks in India is that they are reusable. They can be washed and sun-dried after every use. The masks made by sportswear brand Puma also take into account the additional sweat released after a workout. Designed with anti-odor finish, these masks have moisture-wicking properties that help in pulling sweat and moisture away from skin, says the brand’s general manager for India and Southeast Asia, Abhishek Ganguly.

The other reason is their aesthetic value. As India begins to adapt to the new normal, these masks are likely to further evolve in their design and quality according to the needs of consumers. Some brands hope these masks become an add-on element to their apparel collection in future; while others expect demand to fizzle out gradually. Whatever may be the case, as of now, masks have become an integral part of the Indian fashion industry.

LATEST TOP NEWS
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10

Indian e-commerce players need better strategies to lure customers

Indian e-commerce players need better strategies to lure customers

      Experts believe without effective e-commerce, India’s post-pandemic economic recovery would be harder than it is now. E-commerce players like Myntra and Amazon are helping physical stores overcome difficulties in delivering... Read more

E-commerce in metros surpasses pre-COVID-19 levels post lockdown: CRED

E-commerce in metros surpasses pre-COVID-19 levels post lockdown: CRED

         A report by credit card bill payment platform CRED states e-commerce spends surpassed pre-COVID-19 levels after the lockdown across Delhi, Mumbai and Bengaluru as more people opted to shop online... Read more

Return to normalcy to fuel popularity of outdoor shopping centers: Report

Return to normalcy to fuel popularity of outdoor shopping centers: Report

     Consumers’ efforts to return to normalcy will expedite the transition from indoor malls to outdoor shopping centers, says data firm Placer. The firm reports a 34 per cent decline in... Read more

Crisil predicts 25-30 per cent fall in revenues of RMG makers in FY21

Crisil predicts 25-30 per cent fall in revenues of RMG makers in FY21

     Crisil Ratings predicts a 25-30 per cent decline in revenues of RMG makers in ongoing financial year due to the prolonged lockdown and lower discretionary spending. The agency expects this... Read more

From casual to need-based, COVID-19 changes consumer’s shopping habits

From casual to need-based, COVID-19 changes consumer’s shopping habits

    Shopping, the favorite hobby of many Indians; especially women, is undergoing a paradigm shift with the pandemic altering not just the modes of shopping, but the products being bought. While... Read more

India expects ‘V’ shape economic recovery from next year: Fin Min

India expects ‘V’ shape economic recovery from next year: Fin Min

     Speaking at a virtual conference organized by the Federation of Indian Chambers of Commerce and Industry (FICCI), finance ministry official said the government was expecting a "V" shape economic recovery... Read more

Apparel brands and retailers defer new launches owing slow demand

Apparel brands and retailers defer new launches owing slow demand

     Apparel brands and retailers have deferred new launches for this season owing to the extremely slow recovery in consumer demand that resulted from the above-mentioned situation, While a big number of... Read more

Designer Archana Kochhar distributes masks to frontline workers

Designer Archana Kochhar distributes masks to frontline workers

     Designer Archana Kochhar and her team understand that no amount of appreciation will suffice to acknowledge the efforts of the frontline workers who are risking their lives without a thought... Read more

Emotional connect, less wastage fuels demand for bespoke fashion in India

Emotional connect, less wastage fuels demand for bespoke fashion in India

    The growing emphasis on quality over quantity is boosting demand for customized fashion in India. With people buying less, their interest in off-the-rack clothes is weaning, feels designer Payal Singhal... Read more

Weekend shopping shrinks as consumers shop during weekdays, office hours

Weekend shopping shrinks as consumers shop during weekdays, office hours

     With consumers venturing out more during weekdays and office hours, the trend of weekend shopping has shrunk to a third. This change is mainly a result of closure of multiplexes,... Read more

MOST POPULAR NEWS
Go to top

Follow Us On:

Face BookDealersForYou

TWDFUpublications

LNDFUpublications

YouTubeDFUpublications

 Copyright © 2020 DFU Publications. All rights reserved.