Masha Popova Stages First Immersive Presentation at 180 Studios for Spring 2027
At 180 Studios in London, Masha Popova unveiled her Spring 2027 ready-to-wear collection, opting for mannequins rather than live models. The Ukrainian designer, known for her NewGen background, crafted the collection during her time at Studio Smithfield. Drawing inspiration from remnants of vacations, the pieces highlighted texture-centric designs, featuring her distinctive V-shape waist and swirling-pattern acid-wash denim jeans. A bomber jacket was constructed from a single material, while a trench coat incorporated leather paint for a reptilian effect. Additionally, a collaboration with Reebok introduced the 'Denim Ghost' sneaker. The immersive showcase included elements like a sandcastle and deck chair mannequins, with 1980s influences. Popova remarked on her dedication to texture and innovative design, expressing, "just working and dreaming of somewhere else."
Key facts
- Masha Popova presented her Spring 2027 ready-to-wear collection at 180 Studios in London.
- The presentation was her first immersive show, featuring mannequins instead of live models.
- Popova is a NewGen alumnus and was in residence at Studio Smithfield, a fashion residency program in its second cohort.
- The collection's theme was a fantasy of escape, inspired by imagined vacation remnants like sand, saltwater, and bonfire smoke.
- Key designs included acid-wash denim jeans with flocked swirling patterns, a bomber jacket formed from a single component, and a leather-painted trench coat.
- A new Reebok collaboration included the 'Denim Ghost' Freestyle sneaker with a gauzy denim layer and another version flocked to look like wet sand.
- The staging featured a sandcastle with a Masha Popova flag, mannequins in deck chairs and with surfboards, and 1980s-inspired styling with perms, mullets, and aviators.
- Popova stated she cast mannequins because 'they arrive on time' and it allows people to get comfortable and up close with the pieces.
Entities
Artists
- Masha Popova
Institutions
- Studio Smithfield
- NewGen
- Reebok
- 180 Studios
- Vogue
Locations
- London
- United Kingdom
- Ukraine