Conclusion
Globally, countries are recommending face coverings to prevent transmission of COVID-19. We propose viewing face coverings as social practice, incorporating a sociocultural narrative with the current medical narrative in implementation guidelines and messaging. This includes emphasising comfort and acceptability as material characteristics, using social norms to encourage their use and emphasise underlying values like solidarity and communal safety. This can enhance the uptake of face coverings and help curb the devasting impact of the pandemic.