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Brief Published: 24 Aug 2020

Burberry Launches Luxury Face Masks

Extra

In the wake of the pandemic, British luxury label Burberry has applied its iconic check to a must-have face mask – showing that consumers will increasingly want such items to be true fashion accessories as well as protective.

Made from repurposed waste and deadstock materials (treated with antimicrobial technologies to prevent bacteria growth), the reusable cotton masks are available in two versions of the brand’s signature print. More colourways will be released in the coming months.

The masks retail for £90 ($118), with 20% of profits going to the Burberry Foundation Covid-19 Community Fund, which donates personal protective equipment (PPE) to healthcare workers and charities. 

Burberry joins the likes of Adidas and French label Marine Serre among others now manufacturing reusable non-medical-grade face masks. With protective gear becoming compulsory in many places worldwide, brands would be wise to consider manufacturing face coverings and PPE on a more long-term basis.

For more on the fashion industry’s response to the coronavirus, see Adapting to a Changing Climate: Fashion Update, Fashion Industry Survival Strategies, Seasonality Responses and Manufacturing Responses.

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