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Face masks meet high fashion at Hong Kong Fashion Week

Tuesday, July 08, 2014 - 01:17

Designer Nina Griffee and face mask maker, Vogmask, team up to create fashionable protection for filtering the air. Jeanne Yurman reports.

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The latest accessory to hit the fashion world is not a bag or a bracelet, but haute couture face masks. At Hong Kong's fashion week, models trotted down the runway sporting Designer Nina Griffee's sleek wearable filters, which she says are now just a fact of life. (SOUNDBITE)(English) DESIGNER, NINA GRIFFEE, SAYING: "We really just wanted to bring pollution masks into the fashion market. Because in some cities this is part of people's everyday lives now. When I leave the house now in Beijing, you know, it's sort of like, keys, phone, purse, mask." Griffee's inspiration for the hauntingly polished masks stems from Beijing's notorious pollution where air quality often hits hazardous levels. By teaming up with face mask maker, Vogmask, the mask is fashionable but also highly effective says the company's Chris Dobbing. (SOUNDBITE)(English) VOGMASK GREATER CHINA DIRECTOR, CHRIS DOBBING, SAYING: "We've got the function side of things really strongly done now. We're in a lot of hospitals and we know that we perform really highly on filtration. And because of those credentials, people like Nina are getting in touch with us and asking to do collaborations." Griffee hopes the masks will go into production soon. After that she's aiming to design them for the children's market.

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Face masks meet high fashion at Hong Kong Fashion Week

Tuesday, July 08, 2014 - 01:17