Masha Popova Takes the Road Less Traveled
Masha Popova’s grunge denim hoodies and low slung jeans aren’t for everyone, but she sure knows how to draw a diverse crowd.
Her show on Thursday afternoon was jam-packed with young and old. The sentiment of the collection was about throwing on clothes without thinking, something everyone in the room could get behind when they’re not dressing up for fashion shows.
More from WWD
Stephen Jones Recalls Big Hat Moments of the 1980s With Spring 2025 Collection
Completedworks Puts on a Performance in a London Park With Dianna Agron, Fatima Farheen Mirza
The majority of the collection was produced in denim that looked faded, aged or squashed — as if plucked out of a thrift pile — a denim pussybow blouse but as a jacket; denim boxer briefs sewn into jeans; a muddy denim blazer layered with a denim cape, and more denim than an episode of “Yellowstone.”
There were some nuggets of gold, such as one rusty orange skirt that had a hoodie attached to its waist with the pockets and zip still intact; a black leather jacket with wrinkles and signs of fading, and the finale look, a chocolate off-the-shoulder sheer dress embellished with green and blue sequins that twinkled like water.
Popova can do pretty, girly clothes, but chooses not to. She’s tough and finds confidence in going against the London Fashion Week grain.
There’s a reason why Gen Z love the London-based Ukrainian designer — everything she makes is targeted at her audience rather than pleasing the crowd. Plus her prices are relatively approachable and don’t break the banks of moms and dads — a denim top retails for 150 British pounds and a feather dress, the most expensive item on her website, sells for 735 British pounds.
For more London spring 2025 reviews, click here.
Launch Gallery: Masha Popova Spring 2025 Ready-To-Wear Collection
Best of WWD
Sign up for WWD's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
