Enlisting the help of fashionistas to help fight the coronavirus threat: Designer strategy to combat Covid-19

The masque balls, which originated in the French royal court in the 15 th century and then became a fixture of the haut monde all over western Europe, were glittering affairs in which participants, features concealed by elaborate face coverings called masques, tried to guess each others’ identities. Today, in the midst of the coronavirus pandemic, face masks have had not only their spelling updated but, far more importantly, their function upgraded to that of crucially important protective equipment, with many places in India and across the world making it mandatory for them to be worn in public areas. However, even in these grim times, fashion can and indeed does, play a part in their making and in encouraging their use.

A number of Italian producers of haute couture, their names all ending in ‘i’, have begun to turn out these facial shields against infection. Indeed, fashionistas can not only make masks but also popularise their widespread use. Sartorial history shows that what today are called ‘influencers’ can make dress codes go viral. The 18 th century dandy, Beau Brummell, got Englishmen, starting with the then Prince Regent, to switch almost overnight from knee breeches to trousers. With face masks bearing designer tags – sans the astronomical price tabs associated with such labels – the fashion-conscious would be motivated to wear them, thereby showing themselves to be smart – not only in the way they think but also in the way they look.