John Lewis has launched a range of designer face masks in from leading fashion brands including Mulberry, Julien Macdonald, Halpern, Liam Hodges, RÆBURN and Rixo.
The British Fashion Council created the range of “Great British Designer” face masks in partnership with sustainable fashion brand Bag of Ethics.
John Lewis and Waitrose are now offering these in “packs of three reusable face coverings and two protective pouches” for £15, becoming the latest major retailer to offer branded reusable face coverings.
The masks are made from GOTS certified organic cotton sateen and include nose strips, adjustable ear straps and anti-fog fittings for customers who wear glasses.
It comes after Prime Minister Boris Johnson announced plans to make face masks mandatory in shops from July 24.
As the pandemic promises to affect daily life for months to come, brands are increasingly recognising the opportunity reusable face masks represent.
“In the era of the coronavirus pandemic, masks are no longer commodities but have become something that hold significance,” branding consultancy Interbrand Japan’s chief executive Masahito Namiki told the Financial Times.
Other brands including Uniqlo and Under Armour have recently launched designer, branded face masks, presenting them as fashion accessories rather than safety attire.
This has proven wildly successful and both brands have sold units in their droves.
Uniqlo now said it plans to sell 500,000 units a week “throughout the year”, while Under Armour sold out its entire 30,000 stock in just an hour after launching.