Аннотация: The article analyzes the use of protective sanitary masks in Russia during the pandemic for self-presentation and cultural self-identification, as well as the role of the mask in preserving the previous or forming a new image of the carrier. It is shown by what methods and by what means (verbal, visual, using new materials and technologies for the manufacture of masks) self-presentation and cultural self-identification of the mask carrier is carried out and how this can affect its image.