Masha Popova SS24 ‘MONSTER’

Treated denim and dilapidated hues turbo charged by a hippie-rock flare, Masha Popova presented her sophomore collection ‘MONSTER’ this time round for Spring Summer ‘24.

She defined the show as a ‘thrilling, adrenaline-fuelled ride’, inspired by monolithic monster trucks to create a “seasonless” approach that spans from spring to fall. This rebellious move is emblematic of Masha’s love-hate relationship with the fashion industry and demonstrates her preference to design ‘on her own terms’.

Masha’s pageantry for denim manipulation is at full force, exploiting every technique in her arsenal. Over-dyeing, flocking, patchwork, scratching, fraying and her trademark “close and reveal” method were at full force throughout the show. Hulking tyre tracks rev up a selection of disco deva flared jeans, floor-sweeping maxi skirts and knee high boots. Rusted paintwork has informed the dyes developed for the collection as each piece seems to have gone through a state of oxidation. Leaving us with the remnants of a hyper-colour crash impossible to take your eyes off of.

Once the dust settles, stained sheer crop tees and halter neck tops cover the bodies. Extending the Masha Popova design motifs we’ve become familiar with over her past work, notably the spliced stars and spinning swirls. Rugged silver hardware illuminates each wearer, made in collaboration with Rebekah Kosonen, defining new shapes on the human chassis.

Two-tone, treated velvet two pieces signify a maturing relationship between the label’s long standing contemporary fabric treaters, Tonello, as well as new beginnings with textile specialists Pizarro. This collection keeps the sustainability and ethical production engine running, primarily being crafted in Masha’s home of Ukraine. This no doubt being a catalyst for the multitude of emotions experienced by the designer over the past. Which Masha channeled into each item, transforming her feelings into ‘sources of strength and empowerment - just like those performing monsters’.