The Embrace Project
How a UW-Madison Senior is redefining mask wearing
Written by Manon Bushong, Assistant Fashion Editor
The emergence of face masks as its own industry amongst retail is evident of the extent the fashion world continues to evolve on a regular basis. From popular retailers to high end designers, mask collections are surfacing everywhere, shifting this required accessory into a trendy piece. One student at UW-Madison saw the potential of this growing industry and took the initiative to start her own mask brand. Kaitlin Banafshena, a senior majoring in Retailing & Consumer Behavior, recently developed The Embrace Project, an affordable and fashionable line of masks with the intention of bringing vibrancy to this new norm.
When quarantine first began, most people attempted to pick up new hobbies, often along the lines of baking, painting, or working out. Banafshena took this time to fabricate a stylish mask brand complete with a cool, modern website. “The Embrace Project was created during the first quarantine as COVID-19 emerged and mask wearing had officially become a part of our day-to-day lives. As a fashion enthusiast and an all-around creator, I knew I wanted to make it a “glass half-full” situation. Masks were a new accessory––I found them being offered on Amazon and other online retailers.”
Banafshena successfully created a line of designs that makes mask wearing fun and exciting, rather than an obligatory chore. The Embrace Project offers affordable masks in varying animated prints that come in unique packs of two or three. According to Banafshena, “My designs range from elegant butterflies, to fierce magenta tigers, or from the nostalgic candy brand wrappers and graphics like DUM DUMs and Mentos. Utilizing graphics from nostalgic brands like these allow the “old” and the “new” to live in harmony, especially during a time where everything around us seems unfamiliar.” Embrace masks serve as a vibrant accessory and are bound to make the new norms surrounding the pandemic a little more bearable.
Banafshena’s masks can be shopped at https://www.embracemasks.com, a sophisticated site that is easy to maneuver. She currently has five different mask packs available, selling for $21.99 each. When asked about her current collections, Banafshena described her desire to bring dimension to mask wearing. “The designs from the original Embrace collection (Serene, Luna, Ava, Alma, Ace and Sage) are created with a distinct purpose behind them. The visual imagery, each inspired by different characteristic natures, each allow for the individual behind the mask to exhibit an unorthodox method of nonverbal communication.”
The Embrace Project is an outstanding example of a University of Wisconsin-Madison student spotting an opportunity in a rising market and immediately taking action. Banafshena’s creative abilities combined with her recognition of this new and necessary product has led to The Embrace Project quickly gaining recognition from beyond just her peers. Banafshena’s goals for her brand extend far beyond simply designing a product to be purchased; she wants to completely redefine the act of mask-wearing. “Now that covering half of our face is a requirement, my hope is that The Embrace Project can give people something new to use as a spokesperson of their own personal character. With an avant-garde, creative approach, I hope The Embrace Project inspires you to welcome this new norm with a new perspective.”