Fashion has been weird in 2020. Shows have gone virtual and street style almost non-existent, meaning that the manic intensity of the see-now, buy-now model in the Instagram era has somewhat slowed. Where 2018 saw Bottega Veneta sandals fly off the shelves and onto the grids of pretty much every millennial influencer across the globe, and 2019 was filled with chunky Prada boots, the lack of viral, must-have products in 2020 has been a refreshing break.
But even a global pandemic can’t stop celebrities from influencing us and in true 2020 fashion, one A-list-endorsed product has somehow managed to get to a wait-list of over one million people. What else but a face mask?
Worn by everyone from Bella Hadid to Ariana Grande to Katie Holmes (and her new beau), Evolvetogether’s single-use masks have become the most coveted item of the pandemic with quarantine celeb couples even opting to match each other by wearing them together. You can’t make this stuff up.
After being spotted on everybody who’s anybody, the brand revealed that backorders and waitlists on sold-out styles were getting crazy and that at one point it had accrued a pre-order list totaling one million masks.
What is this alternate universe we’re living in?