The face of fashion: How face masks became a brand marketing tool

Every brand knew that spring fashion would look different this year. With most urban centers passing stay-at-home orders to stem coronavirus’ spread, hundreds of thousands of storefronts have closed indefinitely. Disrupted supply chains have limited what brands can produce, and a strong focus on essential shopping has dampened consumer appetite. But even with all of these adversities, the fashion industry has pivoted quickly to offer something people are buying: face masks.

We’ve now seen two waves of high face-mask fashion: the early-responders and the marketing-minded. Early-responders were fast acting in response to our crisis. Many early-mover brands that retooled for face mask-making, like La Ligne and Clare V., prioritized relief efforts by donating to coronavirus charities. Others simply channeled their creative energies, adapted their couture style to make face masks beautiful accessories.

The freshest wave of fashion-mask makers took a little more time to think, and have figured out different “masks as marketing” strategies. High-end designers have introduced matching outfits, with spring patterns and luxurious materials. “Free mask with purchase” has become a hook to drive sales. And branded masks, both for sale and as give-aways, are providing free advertising for masstige and boutique brands alike.

This industry pivot feels uniquely American. In countries like Korea, where mask wearing was more of a prior norm and more quickly adopted, fashionistas have focused more on eye-makeup than the actual mask aesthetic. America, it seems, is more masterful at driving spending. And looking at our annual ad spend, it’s no wonder: American companies spend 2.7x more on advertising compared to the next biggest spender, China. As they say, it takes money to make money.

American companies are also exceptionally creative at inventing new market niches. I would have expected Victoria’s Secrets to come up with the provocative mask that looks like lingerie. But Katie May beat them to it.

All in all, I tip my protective visor to the fashion industry for getting creative. One of the joys of living in New York is witnessing everyone’s self expression, and right now, the most universal way to do that is through face masks. I’ve collected a few now, with different fabrics, cuts, and patterns. It started out as a search for more comfort, and now, it’s become a statement.