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Luxury Brands Stock Up on Gold-Plated Masks, Preparing to Go ‘Quarantine Chic’ for Summer Season

By Ashley Wang | National News |

There’s no doubt that companies worldwide are itching to get consumer purchases up again, and fashion brands are no exception.

Despite recommendations from the CDC to use cloth masks—as well as data from studies supporting the robustness of cotton—brands like Chanel, Alexander McQueen, Dior, Saint Laurent, and Balenciaga have prioritized style over function in their newest collections.

This year’s Paris Fashion Week, held from February 24 to March 3, proved that designers were willing to overlook gold’s inability to slow the spread of COVID-19. Allegedly, when a Vogue assistant confronted Anna Wintour about the issue, she quoted The Devil Wears Prada: “Details of [gold’s] incompetence do not interest me.”

Recently, these gold masks have been gaining attention through celebrity sponsorships, but the number of purchases has remained stagnant. Perhaps it’s because each mask is priced at around $100,000, despite the lack of functionality. Designers will have to find another way to appeal to the masses if they want profits to start rolling back in.

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