Welcome to the End Times, where face shields are the new must-have accessory—so much so that even luxury houses like Louis Vuitton are getting in on the PPE game. The label is set to launch a monogrammed face shield at the end of October in select stores, promising to add "a discreet yet sophisticated touch to one’s personal protection."
It's called the LV Shield, as if the sheer power of the brand's signature print could ward off disease—and it does literally ward off the sun's rays, with a photochromatic visor that darkens when exposed to sunlight. If you're going to wear face protection, it might as well protect you from all the things.
The luxe product, with its golden studs and iconic monogram, is certainly on the extravagant end of the PPE spectrum, but it's not all that surprising that Louis Vuitton would want to throw its hat (er, visor) in the ring. Fashion labels of all stripes have been creating face masks, from new guard designers (think Collina Strada's eye-catching face coverings) to heritage brands (see: Burberry's version, featuring its signature check print).
Contrary to reports that the LV Shield would retail for close to $1,000, a representative for the company told to Town & Country that the price hasn't been confirmed—but regardless of this particular item's pricing, it does make sense that the pricey PPE has arrived. As we settle into the new, mask-covered normal, the line between pandemic gear and fashion accessory has begun to blur.
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