The BFC and CFDA have paired up to bring you the chicest masks around

The fashion councils launched the Great Global Designer Face Coverings campaign, with designers including Ahluwalia, Marques’Almeida and Kim Shui.

by Mahoro Seward
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07 December 2020, 2:00pm

A few decades down the line, when fashion historians and cultural anthropologists look back on the garments and accessories that defined these most unprecedented times, a central focus of their study will surely be the face mask. While mask-wearing as a means to prevent the spread of disease has long been par for the course in certain parts of the world — particularly in East Asian countries — it wasn’t until the onset of the pandemic that it became a global norm.

With the sudden uptick in demand came a boom in people wanting something a little trendier (not to mention more environmentally-friendly) than a disposable surgical number, precipitating a new wave of fashionable face masks from players across the industry, including the British Fashion Council

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Back in June, they launched the Great British Designer Face Coverings campaign, which saw six British designers — Halpern, Julien Macdonald, Liam Hodges, Mulberry, RAEBURN and RIXO -- create non-medical, reusable face coverings, with sales profits split between NHS Charities Together Covid-19 Urgent Appeal, BFC Foundation Fashion Fund and Wings of Hope Children’s Charity. After raising over £1 million, with £500k of that invested into the BFC Foundation Fashion Fund, the BFC has paired up with the Council of Fashion Designers of America for its second round. 

Great Global Designer Face Coverings brings together three British designers (Ahluwalia, Preen by Thornton Bregazzi and Marques'Almeida) and three American designers (Mara Hoffman, Liya Kebede of lemlem, and Kim Shui) to raise funds for the BFC Foundation Fashion Fund and CFDA’s Diversity, Equity, and Inclusivity programming. “This is a powerful time for collaboration across all sectors and the fashion industry has demonstrated strength in unity over the last number of months,” says Caroline Rush, the BFC’s Chief Executive. “We are excited to work alongside our American counterparts to promote local designers while encouraging sustainable practices in the fight against the spread of coronavirus.”

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“The CFDA is pleased to collaborate with the British Fashion Council, our counterpart in the UK,” echoes Steven Kolb, the CFDA’s CEO. “As the pandemic continues to impact lives worldwide, it is important that we all wear masks to protect ourselves and those around us.” The masks, which are manufactured by Bag of Ethics using no single-use plastics, and are set to hit stores from Thursday — including Waitrose, John Lewis and Social Good — in packs of three for £15. £1 per sale will go to each of the fashion council’s charitable causes. Given that you’re going to be wearing a mask day-to-day for some time to come, be sure to keep chic while you’re at it.

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Fashion
Coronavirus