The Guardian: balaclava has become the new fashion trend of winter thanks to Kim Kardashian 
eye, mouth or face contour has become an unexpected fashion trend for winter 2021. The Guardian writes about this.
The journalists came to the appropriate conclusion after a new report by the international service Lyst, which specializes in the analysis of consumer behavior in the fashion industry. According to analysts, in October, the search queries of netizens with the word “balaclava” increased by 18 percent compared with the previous month. The growing demand for these hats was also reported by the online retailer of used clothing Depop: over the past 30 days, consumer interest in masks has been 145 percent higher than a month earlier.
Lyst experts associate the popularity of the balaclava with the image of a TV star Kim Kardashian, whom she chose to attend the Met Gala in New York. At the September event, her outfit consisted of a black Balenciaga jumpsuit with a fully covered face. According to the management of the fashion house, 48 hours after the appearance of the celebrity in public, the demand for similar masks jumped by 62 percent. “Thanks to this, the 'fetish accessory' has remained in demand on our platform for several weeks,” commented Morgane Le Caer, content manager at Lyst.
In September, the reason for the return of clothing to fashion in BDSM style. So, co-owner of the fetish portal MegaPleasure Lou Austin said that the popularity of fetish paraphernalia is associated with the “collective trauma” received by society due to the coronavirus pandemic.