Louis Vuitton charging nearly $1,000 for designer face shield

    While stylish, the full face shield is not an effective source of protection against the coronavirus.

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    Louis Vuitton has unveiled a light sensitive face shield that will go on sale in late October for nearly $1,000.

    The full face mask is part of the label’s 2021 Cruise Collection, and is described as “an eye-catching headpiece, both stylish and protective,” according to a news release, per Vanity Fair.

    The LV Shield is photochromatic, allowing it to transform from clear to dark when in direct sunlight. The shield can also be flipped up and turned into a hat, USA Today reports.

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    Louis Vuitton has denied that pricing is listed at $961, noting that no price has been announced yet, according to Business Insider

    The face shield features monogram-trim, gold studs and an elastic head-strap engraved with the brand’s signature logo. While stylish, the LV full face shield is not an effective source of protection against the coronavirus.

    The Centers for Disease Control and Prevention (CDC) does not recommend the use of face shields amid the pandemic, as they are primarily used for “eye protection for the person wearing it.”

    “At this time, it is not known what level of protection a face shield provides to people nearby from the spray of respiratory droplets from the wearer,” the CDC said. “There is currently not enough evidence to support the effectiveness of face shields for source control.”

    According to Dr. David Edwards of Harvard University, plastic face coverings are “particularly effective” at blocking airborne respiratory particles, as they don’t completely cover the face.

    “With smaller particles, they don’t travel like bullets, they hover in the air and below that face shield you’re still breathing in that air,” Edwards told PEOPLE.

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    While there are some “pros” to wearing shields, the CDC recommends wearing masks to prevent the spread of the potentially deadly COVID-19 contagion. 

    “From a purely scientific point of view, if you asked me, a surgical grade mask versus a shield, I would wear a mask,” said Edwards. 

    The CDC says “face shield wearers should wash their hands before and after removing the face shield and avoid touching their eyes, nose and mouth when removing it.”

    Louis Vuitton is the latest luxury brand offering high-end face coverings. Burberry announced its $120 face masks last month.

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