Masha Popova gave MTV ‘It-girl’ realness for FW24

Masha Popova gave MTV ‘It-girl’ realness for FW24

by Robyn Pullen
3 min

This morning, animal print, minimalist jewellery, faux fur footwear, and jeggings featured in Masha Popova’s Fall/Winter 2024 ‘GLI$TEN’ show. Basically, the 2010’s fashion revival is officially here; we hope you’re ready. 

Whilst Ukrainian designer, Masha Popova is more commonly associated with Y2K-style clothing – seen in the ultra low waisted double-denim fits from her SS24 collection – this season at London Fashion Week she resurrected 2010 motifs, specifically taking inspiration from the MTV icons of the era. 

Masha Popova©

Referencing the 2013 movie The Bling Ring and cult British series Skins as sources of inspiration for this season’s looks, Popova made Fall/Winter 2024 an ode to the 2010 ‘It-girls’ most memorable for being splashed on the covers of tabloids and dominating our screens a decade ago.

The connection between Masha Popova and said ‘It-girls’ is made through the faux realities of their lives. Popova’s own show notes reference her experience as a fledgling, independent brand as “dressing celebrities, champagne parties, living in a garage.” It symbolises the relationship between grit and glamour; the lengths gone to appear luxurious whilst knowing it’s all really a façade.

Masha Popova©

The iconicity of Masha Popova’s collection itself was no façade though. Washed-out, stitch and reveal, flared denim jeans and bomber jackets (a trademark of the brand) were revived, created using fabrics from ISKO Luxury by PG and developed at ISKO’s Creative Room in London. These also adapted into jersey iterations decorated with the same motifs. Mock animal prints appeared on maxi-skirts and trousers, paired with alpaca wool and cotton “faux fur” footwear designed in collaboration with Roker

Gold dusting is sprinkled throughout the collection, referencing the theme of the façade of luxury, by contributing an almost-cliché glamour, similarly to the chunky pendants and spikey chains worn by models as accessories.

Masha Popova©

But perhaps most iconically was the spaces of flesh revealed between Masha Popova’s collection, seen in cut-outs on the back of trousers which showed off the models’ cheeks (following on from Popova’s bumsters at SS24.) This also offered the opportunity to expose the lacy thongs and bras provided by ZHILYOVA that were peeking beneath.

Masha Popova’s SS24 collection was monster truck themed, and she hasn’t left the fast lane just yet. FW24 revved up the sex appeal, glamour, and drama of Popova’s designs, leaving us feeling both nostalgic and excited for more.

Feature image via Masha Popova©

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