As fashion is a response to the social moment

This is a unique moment because everyone at all levels of society is affected by this ongoing situation.

We are all in this together, so our needs and emotional states are similar in reaction despite differences in socio-economic circumstances.

Masks

History Fashion Snoops – PROTECTION

Climate change, air pollution, the growing concern of mass facial recognition— and now #COVID19 — face masks have quickly become the norm out of urgency and safety. At FS, we’ve been tracking face coverings, specifically in #Activewear, since 2016.

Swipe-through the timeline to see how this simple accessory has been an innovation vehicle, illustrating our pre-existing desire for protection.

2016: Adidas Y-3 launches Y3 Sport, a collection of trail running essentials including outerwear with face protectors for harsh weather conditions
2018: Facial recognition technology sparks fear so hoods and face coverings appear in mainstream culture
2019: There is growing cinder globally of impurities in the air we breathe. Sneaker designers deconstruct footwear and reuse materials to create fashionable facemasks – especially in eastern countries where pollution rates are high
2020: Following a shortage in the medical world, the fashion industry recognizes the urgent need and companies shift production towards PPE. NewBalance, Asics, Under Armour, and other Activewear brands unveil running masks in response to the outdoor exercise boom caused by global lockdowns
2021: Dyson recently patented a products design that combines headphones with a breathing filtration system