Keywords: Face coverings, Cloth Masks, Social responsibility, Sustainability, Pandemic fashion

Abstract:

While studies evaluate the effectiveness of face coverings in preventing the spread of the coronavirus and underline the importance of behavioural factors in their usage, there has been little analysis of the role of fashion or personal style in relation to the wearing of face coverings during the current pandemic.

In England, cloth masks have been advocated for widespread public use to prevent critical shortages of personal protective equipment (PPE) for health and other key workers, and face coverings have become legally required to wear in many places.  In response, DIY instructions for making cloth masks have been widely distributed over social media, they have been stitched from attractive fabrics by independent creators and sold via online marketplaces like Etsy or notonthehighstreet.com, and also made available by fashion retailers.  However, the product descriptions of cloth masks across online independent marketplaces and retail sites are regularly accompanied by the disclaimer that such masks do not protect against COVID-19/Coronavirus.  So why do they sell?

This paper will examine how the fashionability of cloth masks as a must-have accessory has been merged with contemporary fashion concerns over sustainable and ethical production to attract consumers. It does this by exploring the ways in which cloth masks are marketed across a selection of independent and retail sites and analysing the material and visual properties of some of these masks.  Finally, this paper will evaluate whether the ubiquity of cloth masks demonstrates change with regard to social responsibility and sustainability within the fashion industry or simply reflects an industry taking advantage of a captive and concerned market for profit.