The RealReal has announced a new collaborative effort with the
State of New York to benefit COVID-19 relief workers and build
awareness of the importance of wearing face coverings.
The luxury consignment retailer has launched the “Mask Up”
campaign, along with dozens of New York-based fashion designers.
Fashion label Public School has designed a limited-edition “New York
Tough” mask for the campaign, and new masks will be released weekly
for the next five weeks.
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The initiative will raise funds for communities impacted by the
virus, and donate the profits from mask sales to three charities:
Feeding America, Nurse Heroes and the New York COVID Relief Fund.
“As we continue the fight against COVID-19, one fact is clear –
masks help stop the spread and save lives,” Governor Andrew Cuomo said
in a statement. “But, it’s also clear that COVID fatigue is setting in
and that presents its own challenge. We need to find creative ways to
encourage people to wear masks.”
New York State turns to the fashion community to promote awareness
In April, Governor Cuomo issued an executive order requiring all
individuals to wear facial coverings when out in public across New
York State to slow the spread of COVID-19. The state’s new partnership
with The RealReal and several New York-based fashion designers
represents works to encourage citizens to continue wearing facial
coverings as the pandemic goes on.
Cuomo continued, “The Mask Up campaign leverages the creativity of
the New York fashion community to help solve this public health
challenge, while simultaneously raising funds for communities impacted
by COVID-19. Take a look at the NY Tough masks and mask up. Together,
we will beat this virus.”
The RealReal and New York State will launch themed mask drops every
Monday for the next five weeks, designed by New York brands. Each
theme will be inspired by one of the state’s core values, which are
tough, smart, united, disciplined and loving.
Brands participating in Mask Up include 3.1 Phillip Lim, 4SDESIGNS,
Alejandra Alonso Rojas, Alice + Olivia, Altuzarra, Chromat, Collina
Strada, Jonathan Cohen, KES, Mara Hoffman, Mi Jong Lee, Michael Kors,
Nili Lotan, Noah, Prabal Gurung, Rag & Bone, Romeo Hunte, Ryan Roche,
Sandy Liang, Studio 189, Tanya Taylor, Thom Browne, Victor Glemaud and
Zero + Maria Cornejo.
Images: Courtesy of The RealReal