Everything you need to know about Behind The Mask, a Vogue + GQ initiative

So far, this year has been an emotional rollercoaster to say the least. With a global health crisis shaking up our daily lives like never before, it also left us with a reinforced belief in the power of community. In many ways, it reminded us that beyond boundaries, race, gender and affluence, we are all equal. And a face mask became the tool of survival for humankind. In its many forms, from the universal cyan blue surgical coverings and makeshift rags used by workers to handmade solutions that use leftover fabrics, the mask is a ubiquitous symbol of the current outbreak, and its lasting impact.

Recognising the power of this simple, yet necessary tool, Condé Nast India launched ‘Behind The Mask’, a unique, multifaceted initiative to spread awareness about public safety and economic distress faced by our craft families. In a multimedia collaboration with Myntra, Vogue India and GQ India come together for the first time for a six-part video series featuring some of India’s leading names in fashion design, as they unmask their creative selves. To be aired on Discovery Plus and TLC lifestyle channels from August 17, each episode—entirely shot and produced remotely—follows Anita Dongre, Tarun Tahiliani, Rahul Misra, Gaurav Gupta and Manish Malhotra as they reveal their lives and learnings under lockdown. “We are a global storyteller, leader in real-life entertainment, serving passionate fans around the world with content that inspires, informs and entertains. Purpose has always been at the heart of Discovery,” elaborates Megha Tata, managing director, south Asia, Discovery.

However, the highlight of the episodes is be a symbolic creation—a face mask conceptualised and crafted by the designers themselves, with materials available in their homes. Furthermore, the five prototypes celebrate India’s indigenous crafts as inspiration. From Dongre’s Pichhwai artwork and Mishra's ode to hand block printing to Gupta’s digital rendition of Pattachitra scroll paintings and more, the designs are dedicated to craft traditions and the communities that keep them alive.

To reach consumers across the country, the Behind The Mask campaign joined forces with Myntra as the platform where accessible versions inspired by each designer’s handmade creation will be made available for purchase. “Empowering the ecosystem is central to our efforts of democratising fashion. Through this collaboration, they can now own an accessory that is associated with some of the key names in the industry, which they can wear with pride while also having contributed to a cause by buying these masks,” shares Amar Nagaram, CEO, Myntra. For a more interactive experience into the campaign, digital agency Avataar.Me has created an Instagram filter that lets users try on the mask designs virtually as well. 

With this, not only is the project’s objective to get consumer attention achieved, but the sale of masks also benefits the pandemic-hit kaarigars. All profits from the purchases will reach seven NGOs associated with GiveIndia, which provide relief to weavers, handloom workers and ancillary artisans spread nationwide. Ashok Kumar ER, president of GiveIndia, sheds light on the dire situation of the ecosystem, “Handloom is India’s largest cottage industry and weaving is a source of income for thousands of families. But because most weavers work from home in their villages, they are invisible and have been forgotten.” He adds that patrons of Behind The Mask will be part of a great initiative to support  weavers hit by COVID-19, and will also be able to enjoy the pleasure of giving to a good cause and kickstart their giving journey.

“The overriding objective, to measure the success of this project is to see how much money we are going to raise at the end of the day. The more money we can raise for the kaarigars, the more we can say the campaign has been effective. It’s a very nuanced layered project and I think that’s what's exciting about it,” notes Alex Kuruvilla, managing director of Condé Nast India.

Behind The Mask is more than just a creative collaboration. It brings together different mediums to honour and raise funds the artisans that work behind the scenes. Stay tuned for the limited-edition episodes on TLC and TLC HD, or stream them on the Discovery+ and Myntra apps. And don't forget to add your favourite masks to cart on Myntra. 

Also read:

“Audacious, collaborative and impactful”: Vogue India and GQ India to launch Behind The Mask

Tarun Tahiliani on finding his true purpose as a designer and using traditional quilting patterns to make his own face mask