Since the Center for Disease Control and Prevention recommended that Americans cover their nose and mouth with a face mask, the tenor of the programmatic ads that follow me around the internet has changed. Interspersed between lounge pants and fitness apps are ads from companies that have pivoted to producing cloth face masks. The masks are not explicitly marketed as protection, nor are they explicitly marketed as fashion, just as another accessory to add to the pile. Over the weekend, I saw cloth masks in bright, colorful patterns from companies like Live Love Gameday, which normally sells shirts marketed to women who love sports. “We got you covered,” the copy reads. When I clicked through, intrigued by the idea of a mask that was actually “cute,” I was briefly saddened to discover that the leopard-print one I yearned for was already sold out.
that Americans cover their nose and mouth with a face mask, the tenor of the programmatic ads that follow me around the internet has changed. Interspersed between lounge pants and fitness apps are ads from companies that have pivoted to producing cloth face masks. The masks are not explicitly marketed as protection, nor are they explicitly marketed as fashion, just as another accessory to add to the pile.
The directive to wear a face mask is not about protecting yourself but protecting others. At Refinery29, Connie Wang wroteabout protecting the collective, placing the need to wear a mask in some much-needed context. In many parts of Asia, including China, where Wang’s family is from, wearing a face mask to go about the day’s activities is a matter of course.
Strapping on a face mask and wearing one to run errands outside of a global pandemic is socially acceptable on the streets of Taipei, where my mother’s family is from. Last April, my mother spent a week in the ICU in Taipei after receiving emergency brain surgery; when my siblings and I arrived to visit her, we were greeted at the hospital by one of my many aunts, who thrust a pack of surgical masks in our general direction and told us to put them on.
As I looked around at the various masks that I saw on that visit to Taipei, though, none of them stood out as particularly fashionable or remarkable.
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