It’s quite a delight to see how the fashion industry has stood up in support of the major driving force of the industry—weavers and karigars. The unseen faces of this glamorous industry have unfortunately been the hardest hit during these unprecedented times. However, the pandemic has paved the way for many changes. From switching to sustainable practices to uplifting those at the ground level, fashion houses are leaving no stone unturned at revamping the industry. And for the better. Jumping on the bandwagon is Conde Nast India‘s Vogue + GQ that have joined hands with India’s largest online fashion store, Myntra, for an initiative called ‘Behind The Mask’.
Behind The Mask is a multilayered initiative which brings together 5 leading designers of India in a 5-episode video series slated to air on TLC and TLC HD and stream on Discovery+ and the Myntra app. The underlying purpose of this series is to raise funds for the karigars, whilst also highlighting the importance of masks in today’s day and age. Read on for more details.
Behind The Mask is a social awareness campaign and simultaneously a fundraiser. The 5 leading designers that are a part of this giant collaboration are Manish Malhotra, Anita Dongre, Tarun Tahiliani, Gaurav Gupta and Rahul Mishra. To break it down for you, this video-series gives a closer peek into the lives of these designers during the pandemic. The episodes take you behind the scenes of designing masks, (that are essentially prototypes) crafted by the designers. What makes these masks a tad more special is the inspiration with which they are designed. Elements from India’s vibrant art and culture lay as the inspirational stones for the designs of these masks, that are enhanced with the designer’s personal aesthetic.
The mask prototypes will then be mass-produced by Myntra in 5 unique collections. The collections will comprise 34 styles and 20 designs in packs of 1, 4, 5 and 20. All the masks will be available for sale on the Myntra website. This one-of-a-kind association aims at not only highlighting the vitality of masks but also give viewers a glimpse of the tireless hours that weavers put into making something meaningful.
‘Behind the Mask’ is an extraordinary initiative, a coming together of enthusiastic and dedicated folks for a common, but a profound cause. Our wide shopper base and reach, will enable these masks, inspired by the concepts of India’s leading fashions designers, to reach millions of consumers across the country, thereby supporting this fundraiser campaign in a big way.
What makes this campaign better is the fact that you and I can partake as well. All you need to do is shop for what’s essential and help make this campaign a success! All while you’re lending a helping hand to those in need! Isn’t this a wonderful initiative? The much-awaited masks will be available to shop from the 12th of August.
What are your thoughts on this? Tell me in the comments below!
This post is in partnership with Myntra.