Reimaging fashion, aesthetics and function of face masks in Nigeria: The COVID-19 experience

The COVID-19 impact on the global economy, governance, livelihood and healthcare cannot be overemphasized. The sudden and rapid spread of the virus was exposed because of the world’s vulnerable and fragile nature. The death toll and the incessant cases of reported virus attacks explain this. The health sector’s recommended protective gear to citizens globally became necessary and in high demand, forcing Nigerian fashion designers to creatively transform ordinary face masks for consumers to vibrant expressions of cultural identity and personal style. The pandemic helped to re-emphasize and re-imagine fashion. The study examines the evolution of face masks as fashion items in Nigeria during the COVID-19 pandemic. The research examines how the Nigerian designer incorporates traditional textile patterns, symbols, colours and designs to build the face mask while providing the aesthetics and functionality of the fashion trend. This work probes the high demand rate and why Nigerians desired to maintain their cultural mien even at this time of global crisis. Using methods of interviews and digital ethnography, this study exposes how the pandemic catalysed a unique fusion of health consciousness and fashion innovation. This work argues that the COVID-19 pandemic greatly contributed to and made bold fashion statements, in the Nigerian industry, opening up avenues of creativity with the practical necessity that represents a unique cultural essence. This situates the research as an important contribution towards understanding the intersection of public health strategies, sociocultural adaptation and economic resilience within Nigeria.