The world-renowned luxury brand, Louis Vuitton, is set to release high fashion plastic face shields that would retail over $900 each. The tone-deaf approach seemed inappropriate, especially since millions of people were left to deal with unemployment and healthcare concerns.

The luxury retail giant is set to launch the face shields on October 30 as a part of the brand’s Cruise collection. According to the luxury brand, the face shield is both “an eye-catching headpiece, both stylish and protective.” In a CNN report, the left-wing media outlet described that the shield could go from clear to dark to protect the wearer from the harmful UV rays and can also be worn upwards like a peak cap. In addition, it is also complete with the recognizable Louis Vuitton monogram on its headband and dotted with golden studs.

The company also announced that the face shields would cost $961 each, a far cry from the cheaper face masks and face shields available today. However, author Shannon Palus criticized Louis Vuitton’’s newest product. In an article for the Slate, she believed that the hundred dollar face shields would protect people the same way that regular face shields would work. “A supercheap face shield would probably protect you just as well from floaty bits of coronavirus as this fancy one,” Palus said. She added that such items are clearly for rich people to flaunt their status.

The Centers for Disease Control and Prevention (CDC) also shared the same sentiment. The health organization confirmed that there had been no study to confirm the effectiveness of wearing face shields against the deadly coronavirus. The CDC explained that face shields are primarily used for eye protection. However, there is no research yet to prove that it can effectively shield its wearer from getting the droplets in the air droplets.

While the CDC does not recommend the use of face shields as a substitute for a mask, the health organization made a few exceptions, especially among people who were deaf or had hearing difficulties. With this, the health organization reminded the public that face shields should cover the sides of the face and extend below the chin.

The CDC also reminded the public that if they chose to use a face shield, they should wash their hands before taking it off and ensure that they would not touch their eyes, mouth, or nose. Reusable face shields should also be constantly disinfected.

It seemed that luxury retailers are adapting to the coronavirus fashion. In fact, another luxury brand, Burberry, also launched its own line of face masks, starting at a whopping $121 each. Another brand, Off-White, also touted its new line of face mask that also comes at $100 each. Other brands such as Balenciaga and even Dolce and Gabbana would reportedly release their own line of face coverings.

As luxury brands struggled to stay relevant in a time of crisis, Canadian athleisure brand Lululemon tried to advocate its customers to “resist” capitalism. However, their marketing strategy backfired as people pointed out that brands like them are the ones who truly benefit from it.