Facewear seems set to be one of the buoyant travel retail accessories of the future, combining wellbeing, health & safety, fashion, customisation and potential personalisation all in a single category.
Since the COVID-19 pandemic erupted, medical face masks have become a ubiquitous (though not universally welcome) symbol of personal and social responsibility.
Now mask wearing is set to transition from being merely protective to de rigeuer.
UK media title The Guardian last week reported that Burberry has become the first major luxury house to launch a high-end mask collection. Until now, wrote Hannah Marriott, fashion houses were wary of launching for-profit masks due to any perception of profiting from crisis.
The Burberry face mask costs £90 (US$120), is produced using excess fabric, and is enhanced with an antimicrobial technology. It is available in the brand’s signature beige check, and in pale blue.
Importantly, The Guardian noted, the masks are sustainably produced, with 20% of retail revenues going to the Burberry Foundation Covid-19 Community Fund.
The report noted that several smaller fashion brands had previously launched not-for-profit face wear. In a charity initiative, several British designers including Halpern, Julien Macdonald, Liam Hodges, Mulberry, Raeburn and Rixo, had designed masks, with 100% of profits donated to charity.
Already, high-end facewear is finding its way into travel retail. At T Galleria by DFS, Tsimshatsui East in Hong Kong, the retailer is selling several skus of Freka facewear, ranging in price from HK$560 (US$72) to over HK$1,000 (US$130). A set of four filters costs an additional HK$260 (US$34).
The designer facewear brand, established in 2014 in London, England, started as a collaborative project between highly-experienced UK tailors and European industrial designers. It is claimed to be crafted for comfort based on analysis of the facial topography and breathing patterns. On its website, DFS describes Freka thus: “Inspired by the engineering of a gas mask and the aesthetics of your lifestyle, Freka creates facewear which combines ergonomics with high-end tailoring for an optimal breathing experience.
“The 3D shape of the wing follows the contours of your face and avoids sensitive areas, leading to its unique and innovative U-shape.”
Freka comprises three main components. The Wing protects the Filter and blocks 99% of UV rays. The Filter, combined with a layer of Activated Carbon Fibre, ensures fresh air. The Insert creates a comfortable and air tight sealing whilst also improving ease of breathing.
Fashion-orientated face masks are the lead item on US-based global ecommerce site Etsy.com (pictured below) which dedicates an extraordinary 250 pages of product listings to the fledgling category.
Will other leading luxury houses follow suit? It seems only a matter of time. Face time.
