Mumbai: A day after the government launched the COVID vaccination drive for the general public, e-commerce giant Myntra today released a new range of clothing for women called CoviShoulder™ which are said to be vaccine friendly!
Myntra has claimed that the new range of tops for women will boost vaccination rates among the female population. A study funded by Myntra published in the North-Eastern Journal of Marketing (NEJM) has reported that CoviShoulder™ in phase 3 clinical trials had boosted the success rate of intramuscular injection of the COVID-19 vaccine, as the needle can be directly inserted under ocular guidance.
A special team of fashion designers collaborated with anatomists from the Shoulder Institute of India (SII) for this project under the guidance of Mr. Adar Shoulderwala. The team was heavily inspired by the design of widely popular, but anatomically inaccurate, cold-shoulder tops. Anatomical data about the deltoid muscle from BD Chaurasia’s Textbook of Anatomy was utilised to design the anatomically pre-contoured fabric. Though sleeveless tops already serve this purpose, it was surmised that sleeves with cutouts shaped like the deltoid muscle will make it easier for healthcare workers to identify the site of vaccination. The aesthetic value of the tops was also enhanced as most buyers eventually post a vaccine selfie on social media to seek validation from the Ministry of Health and also their peers.
Meanwhile, locally made spin-offs of the patented fabric have already flooded the market.