Facial coverings are a wardrobe essential in a pandemic-riddled country, so it makes sense that Louis Vuitton is attempting to cash-in on the unfortunate fashion trend by selling $961 designer face masks.
Vanity Fair notes that the French couture house is the first of what will likely be many luxury brands to offer luxury corona masks that fully cover the forehead, eyes, nose and mouth, technically making it a luxury face shield.
The Louis Vuitton face mask is comprised of an adjustable shield trimmed in Vuitton print that’s fastened to an elastic monogrammed head strap by golden studs engraved with the LV logo. The shield also features transition lens tech that automatically clears or darkens based on the amount of sunlight, or it can be flipped upward to be worn as a peaked hat. A press release describes it as “an eye-catching headpiece, both stylish and protective.”
This isn’t the first coronavirus-battling initiative the luxury fashion brand has launched. In partnership with Mode Grand Ouest, a regional network of the textile industry who are supplying one of the main materials, Louis Vuitton has pledged to donate hundreds of thousands of much-needed non-surgical protective masks to frontline healthcare workers. Additionally, a team of 20 volunteers based in Louis Vuitton’s Parisian headquarters have started producing thousands of hospital gowns that will be donated to frontline workers in six hospitals of the “Assistance Publique – Hôpitaux de Paris”, also known as AP-HP.
The Louis Vuitton take on face shields will roll out as a part of the upcoming 2021 Cruise Collection on October 30.