Masha Popova Fall Winter 2024-25 Fashion Show

Masha Popova Fall Winter 2024-25 Fashion Show

Masha Popova Fall Winter 2024-2025 collection fashion show at London Fashion Week FW24 (February 16, 2024).

Beauty and Backstage

Backstage, Makeup and Hairstyles for Masha Popova Fall Winter 2024-25 Fashion Show.


Masha Popova emerges as a refreshing voice, daring to peel back the layers of fashion facade to reveal the raw essence beneath. With her Fall/Winter 2024-2025 collection, Popova delves into the juxtaposition between perceived opulence and true authenticity, offering a sardonic commentary on the elusive nature of fashion fantasy.

Hailing from a humble studio in Bromley-by-Bow, Popova navigates the space between rhetoric and reality with a keen eye for irony. Rejecting the conventional notions of luxury, she draws inspiration from forms of "luxury porn," exploring the decadence of MTV Cribs, The Bling Ring, and My Super Sweet 16 with a critical lens. Through her designs, Popova challenges the notion of fashion as an unattainable fantasy, opting instead to embrace the imperfect and the unconventional.

At the heart of Popova's collection lies her denim metier, expanded into other realms of fabrication and treatment with raw and distinct talent. Parodying "luxury staples," she reinvents Juicy Couture-esque velour robes, vests, jeggings, and hoodies with frayed edges, flocked textures, and grungy garment dyeing techniques. Collaborating with denim producer ISKO, Popova infuses her signature bias-cut cross-strap boot-cut jeans with hand-fashioned stitch-dyed tiger stripes and reptile patterns, creating a garage band Cavalli effect that defies traditional denim norms.

Accompanied by accessories crafted by jeweler Rebekah Kosonen Bide, Popova's models carry beaten brass globe baubles and wear brooches adorned with roughly cast non-Swarovski crystal, stars, and shattered chunks of tiara. Furry shoe socks paired with Doctor Martens and footwear from indie London shoemaker Roker add to the collection's anarchic charm, while sprinklings of gold dust and dollar signs serve as a spicy riposte to the saccharine indulgence of traditional luxury.

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