Fashion brands across the globe have changed their product lines to include branded masks. Aditya Birla Fashion & Retail Limited (ABFRL) one of India’s top manufacturing and retail branded-fashion apparel companies, with workwear labels such as Louis Philippe, Van Heusen, Allen Solly and Peter England, have also gone this way and now produce branded masks.
Yes, that means you can wear your branded workwear with a matching branded mask. While there are plenty of masks out there, Vishak Kumar, CEO – Madura Fashion & Lifestyle, Aditya Birla Fashion and Retail Ltd, said that besides safety, they are in the business of style, so the aesthetic of the mask matters as well. “This was an opportunity to produce masks that were not only of great quality but also high on aesthetics and crafted for safety. Customers liked the product offering, as reflected…
Kumar says that adding masks to their list of products was a big change and that they deployed a special team for the project, in a very short matter of time. But it was all hands on board. “ While we managed our sales through online platforms and our stores, the donations were managed through our CSR wing,” adds Kumar.
The mask has become a way of life now and so why not make it a style statement? Plus, like dressing up can be a mood booster, could a stylish mask help you showcase your personal flair. “Apart from comfort, washability, breathability, aesthetics is also something important to consider. I think it is important that people wear masks that provide a high degree of aesthetics,” says Kumar.
He adds, “The mask covers a part of the most distinct, visible part of our bodies – the face. We all spend a lot of effort to look good – a mask must help the wearer to look good as well – even while complying with the safety needs of our society. And if it bears the brand logo, it reflects the quality and attention to detail that has gone into the product.”