Masha Popova Fall 2024 Ready-to-Wear: Looking Back to the 2010s
For fall 2024, Masha Popova leaped forward a decade with the pop elements that fuel her brand from the early Noughties to the Twenty-Tens, a decade that defined her subversive, yet sweet aesthetic.
The London-based Ukrainian designer said the collection serves as an ironic take on the “glamorous and luxurious decade” through a series of looks featuring psychedelic patterns on jersey, velvet, and denim, reminiscent of the exotic animal prints pioneered by Roberto Cavalli.
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“I looked at [the works of] Lauren Greenfield and Sofia Coppola’s ‘The Bling Ring,’ as well as from our teenage times like ‘Skins’ and ‘My Super Sweet 16’ [a reality series about wealthy parents throwing lavish coming-of-age celebrations for their children] something that I really never relate. The whole thing is a fantasy to me, so it’s fun to play around,” Popova said.
Playing into that parody spirit, she also offered modernized outrageous It-girl staples from that era like acid-washed low-cut jeans with NSFW cutouts, a miniskirt with a giant buckle, a distressed biker jacket on top of a pink silk devoré maxi skirt that could have been in a Jennifer Lopez music video, as well as killer boots in coordinating fabrics, furry chunky heels, and wet-look UGG boots, which might lead to a more serious collaboration, according to Popova.
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Launch Gallery: Masha Popova Fall 2024 Ready-to-Wear Collection
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