Fashion designers are treating the new facemask era as a creativity contest to reinvent the art of mask-wearing. And it’s no surprise. The recent, potentially life-saving addition to wardrobes is now an omnipresent element of daily lives. It’s likely to stay that way for the foreseeable future.
Ukraine, where the mask-wearing policy is a vital element to stopping the spread of COVID‑19, is no exception. It’s mandatory in public transport, buildings and businesses. Those who fail to comply with the rule can be fined between Hr 170 ($6) and Hr 225 ($8).
To meet the growing demand, many Ukrainian brands design masks to not only be functional but also to make fashion statements.
Stylish designer masks are most often made from woven fabric and are less harmful to the environment than the single-use surgical masks mostly made of polyethylene — a plastic that is almost impossible to break down completely. Many of the disposable masks used worldwide are likely to end up in landfills or floating in the sea.
Different kinds of masks generally work the same way. The single-use N95 respirator outperforms most other fabrics, trapping at least 95% of medium-sized airborne droplets that may carry the virus. Though cloth masks have more difficulty filtering out the elusive particles, they have still been proven effective in reducing transmission.
However, factors such as shape and fit also play a key role in determining how well a cloth mask filters out viral particles. An efficient mask fits tightly around the edges, has two layers of washable fabric, a large surface area and gives adequate breathing space around the nostrils and the mouth.
Apart from their functionality, cloth masks from local Ukrainian brands circulating around social media have been gaining traction due to their chic and fashionable style. The Kyiv Post has picked five brands that stand out:
Nagolovy’s masquerade
Nagolovy (Onto the heads) is a Kyiv-based masquerade rental for handmade masks and headpieces. The company mostly targets events and gatherings, a business segment badly hit by the pandemic.
“Parties seem like something from a previous life,” says Olya Shyrobokova, the PR manager and co-owner of Nagolovy.
The coronavirus forced Nagolovy, normally busy with crafting fancy accessories for upcoming celebrations, to switch entirely to the new normal of social gatherings — a facemask showdown.
The founder of the brand, Lesia Patoka, says that she wanted to give people a positive interpretation of the “mask regime.”
Nagolovy’s mask is sewn from black or white single-layered neoprene fabric and comes in three different sizes for men, women and children. For decoration, the artists carefully laser-cut plastic wings or other patterns that come in black, white, or red.
Nagolovy’s masks can be bought for Hr 700 via Instagram at www.instagram.com/nagolovy. The children-sized masks are Hr 400.
The Roussin brand offers a reflective mask that keeps pedestrians safe in the dark and compliments an edgy look. (Sofia Rousinovich)
Roussin’s reflective mask
The Roussin brand, founded by Sofia Rousinovich in 2014, addresses social issues and spreads messages using their clothing as vessels. The four-year resident of the Ukrainian Fashion Week drops two collections every year and each with a different story to tell. Roussin’s innovative collections have been gathering the attention of world-famous glossy magazines such as Vogue, Elle, Marie Claire and Cosmopolitan.
“We pay attention to ongoing social problems and find effective ways to solve them,” Rousinovich told the Kyiv Post.
An essential element to Roussin’s DNA is reflective elements for road safety, used on the brand’s apparel and accessories to keep pedestrians safe after dark. The brand’s identity inspired the creation of a mask with its entire surface covered with reflective material. The elastic strap mask ensures that it fits snugly to any wearer.
The glow-in-the-dark mask’s inner layer is made of tightly-knitted fabric with an internal pocket, and Rousinovich advises inserting additional medical gauze for better filtration of the virus.
“Everyone needs a mask like this to feel safe in the dark,” the designer says.
Roussin’s reflective mask can be purchased for Hr 400 via the Telegram app through their number +380631820814. The price for other masks starts from Hr 100.
Hoyra Studio, a brand that produces Ukrainian folk apparel and accessories, also sells embroidered masks with either traditional or refined patterns. (Jaroslav Monchak)
Hoyra Studio’s vyshyvanka mask
Hoyra Studio, founded in 2008 by designer Iryna Khrystynych, is known for its traditional Ukrainian clothing and accessories. In addition to Ukraine’s cultural symbol, the embroidered vyshyvanka shirt, the brand now sells facemasks with similar embroidery.
The double-layered mask is made of linen and cotton and has a special pocket section for replaceable filters. Each mask comes with three nonwoven synthetic filters, but the filters themselves are not sold on their own — customers are advised to purchase them at pharmacies or online shops.
Hoyra Studio offers a multitude of embroidery designs from refined floral patterns to traditional Ukrainian ones, displaying a colorful palette on their website. Customers also have an option to request their own designs for an additional service fee of Hr 100.
The embroidered masks cost from Hr 99 and can be purchased on Hoyra Studio’s website at www.hoyra.com.ua.
A zipper mask by Juliya Kros was listed among the world’s 20 most creative facemasks in the pandemic by the Forbes magazine. (Juliya Kros/Instagram)
Juliya Kros zipper mask
Juliya Kros, a women’s clothing brand founded by Juliya Perekriostova in 2015, produces monochrome women’s apparel using asymmetrical cuts, multiple layers and other Asian motives.
The Ukrainian brand has managed to make a name for itself internationally when its “zipper mask” was listed as one of the world’s 20 most creative facemasks during the pandemic by the Forbes magazine.
It all started out with leftover fabrics from Perekriostova’s previous collections, which were then brought to life in a series of facemasks that perfectly complemented the brand’s monochrome looks. The “Save Around” collection features both simple cotton monochrome masks and avant-garde pieces made from eco-leather, or genuine leather processed through environmentally friendly means.
The internationally acclaimed mask with a zipper in the center has two layers — an outer layer made of eco-friendly leather and an inner layer made from cotton. According to Perekriostova, the eco-friendly leather is not ideal in terms of comfort, but is a worthy sacrifice for fashion.
Other masks in the collection, not made of eco-leather, have pockets for replaceable filters and are better suited for everyday use.
Juliya Kros zipper mask can be purchased for Hr 220 on the brand’s website at www.j-perekriostova.com.ua. The price for other masks starts from Hr 140.
One of the most popular mask designs of Olga Dryga is “Bumblebees Gucci,” a piece inspired by the internationally acclaimed brand Gucci.
‘Bumblebees Gucci’ by Olga Dryga
A new face in Ukrainian fashion, Olga Dryga stepped foot into the fashion industry during a truly challenging and bizarre period. The rookie designer launched her brand, Modno.mask, during the first months of the quarantine in spring selling custom facemasks and headbands. Her main goal was to create a comfortable mask that would instantly improve people’s mood.
“When people are in a better mood, their immune system will improve,” Dryga jokes in the comment to the Kyiv Post.
One of her most popular designs, “Bumblebees Gucci,” is made of cotton and viscose. It comes in two colors: classical black and dark blue denim. However, it is the iconic bee motif from the world-renowned luxury brand Gucci that captures the eye. The large bee centered on the left side of the mask, available in gold or silver, is accompanied by a swarm of smaller bees following a red-line trail associated with Gucci’s elegant colorway.
All Dryga’s masks come in four sizes. Every client has to measure the length between the bottom of their chin and the bridge of their nose before ordering to pick the perfect fit. The mask has two layers, but it is possible to add a third layer upon request.
Along with Dryga’s other masks, “Bumblebees Gucci” can be bought via her Instagram page at www.instagram.com/modno.maskstarting from Hr 299.
