The emergence of fashion elements in facemasks during the early stages of Covid-19 pandemic: Evidence from social media Part I: Investigation of facemask trends among Instagram fashion influencers

Abstract

The global Covid 19 pandemic introduced a new item in everyday dress-the facemask. During 2020, fashion elements crept in the design of this primarily functional item. This research aims to analyse fashion trends in facemasks in the early stages of the Covid 19 pandemic. Photos with facemasks on social media were used, as traditional fashion photography underrepresents facemask wearing. The research showed that fashion influencers on Instagram-the media of choice of the fashion industry, showed facemasks primarily as a PPE. The uncertainty on how long non-pharmaceutical solutions in the fight against Covid 19 will be in place raises the question if fashion should be ignored. When persuading people to wear facemasks could fashion be the carrot to the stick of legislation?