TRENDS OF POST-COVID FASHION MASKS IN PAKISTAN

Abstract

After Covid-19, the function and formation of face masks in Pakistan shifted from being a protective item to a statement of personal style. This change is visible in the emergence of masks with diverse designs, embroidery, printed text, vivid patterns, motifs, colourful fabrics, and surface adornments. A qualitative research method is employed to analyse these masks in terms of their aesthetic features and design orientations. This study observes the design and embellishment trends of post-Covid fashion masks produced in Pakistan, with a particular focus on their transformation into fashionable and popular objects. It also identifies fashion masks as part of material culture where ordinary objects become symbols of style and identity. The theoretical framework of this study is based on Richard Hamilton’s key criteria of Pop Art, with emphasis on three points: popularity, youth appeal and affordability. The findings reveal that post-Covid Pakistani face masks embody Hamilton’s framework by achieving popularity among the masses, strong appeal among youth, and affordability that makes them available from street stalls to designer boutiques. Overall, the study contributes to the fields of art, design and fashion by positioning post-Covid face masks as both fashion trends and cultural objects.