Ever since the COVID-19 crisis, face masks have become an integral part of our daily lives, whether they are of medical grade or are made of simple cloth. While some designers launched attractive offerings in line with their ensembles, others have taken them beyond their utilitarian purpose and used them as tools to further a cause. The latter is true for Condé Nast India’s Behind The Mask campaign that not promotes the wearing them, but the sales from the profits of these masks sold by Myntra will be used for the aid of the karigar community. The newly-launched initiative sees five leading couturiers—Anita Dongre, Manish Malhotra, Gaurav Gupta, Tarun Tahiliani and Rahul Mishra conceptualise a face mask inspired by Indian heritage and crafts. The prototypes were then used as creative inspiration by Chandni Mehta, art director, Architectural Digest to craft ready-to-wear versions for sale on Myntra. The profits generated from the sales of these masks will be donated to GiveIndia to help the Indian karigars. The best part? The collection is stocked with an array of options, from graphic designs to flora and fauna prints, to choose from. But should you go for a metallic mask or something a little heavy on graphics? Let our edit help you make your choice.
