Japan: mask fashion and identity

Have you ever seen people wearing masks with different colors or patterns to match their outfits in Hong Kong? I believe that most of you will answer “yes”. The face mask has become our everyday accessories since the outbreak of coronavirus, changing from a piece of fabric for protecting ourselves from germs to a fashion item while keeping germs away. However, have you ever thought that you will wear a mask due to other reasons rather than just for protection? Far before the pandemic, the Japanese, especially the young generation, have already been wearing face masks every day for decades as a way to carve out, comprise, show their identities, or assimilate themselves into a social group, just like people do with their garments.

In Japan, a face mask is a unique style of fashion. Apart from protecting them against epidermic, when they want to enjoy the sense of privacy provided by the mask or don’t want other people to realize that their face isn’t getting ready such as unfinished make-up or shaving, they will just cover half of their face with a mask. They also use it to match their specific style of clothing or uniforms or suits which can cause fashion or individuality to be blurred.

(Figure 1: V-shaped “pitta” mask fashion on https://rakutenfashionweektokyo.com/en/topics/interview/pitta-mask-fashion-snap_01/)

Masks in Japan can have different levels of uniqueness according to the design, colors or decorations, which are slightly different from what we can find in Hong Kong before the pandemic. We always see the standard light blue or white surgical masks in Hong Kong but in Japan, there are a larger variety of face masks. The most popular one is the V-shaped masks which are more streamlined and fashionable than those normal rectangular surgical masks that can make your face look slimmer and breathe easier.

(Figure 2: Lolita style mask on https://twitter.com/HirokoTokumine/status/1293457780922179584?s=20)

On top of that, masks in Japan have countless colors. You can simply match your mask with your outfit according to your daily mood or what color of clothes you are wearing today. Also, there are a large variety of accessorized masks that mainly acts as a part of your fashion style, ranging from black masks with metal rings or chains to suit the punk style or Harajuku style to frilly masks in pastel colors with ribbons or lovely patterns to fit the Lolita style. Some fancy masks with a picture of the mouth of animals or animation characters with a different emotion printed on them are trendy and popular a few years ago as they can be able to convoke the mood of those who are wearing them.

For the Japanese, a face mask is not just a shield to protect them, it has already become a part of their fashion style which can send a strong message about their identity and bring them a little fun by choosing the right mask to suit their fashion style during the current situation that everybody has to cover their face. However, mask fashion has been striking the balance between the effectiveness, comfort, and style of a face mask, which has led to one of the main recent concerns under the pandemic.