Masha Popova SS25: The Latest IMPULSE At London Fashion Week

On Saturday, 14th September, I was lucky enough to attend the Masha Popova Spring 2025 show (“Masha Popova SS25”) at 180 The Strand during London Fashion Week. With a palpable energy in the room, you could feel the buzz and excitement ahead of the show. There were both visible and audible reactions to looks as they came down the runway. It was such an amazing atmosphere to be in and be a part of, and I think the excitement ahead of the show really speaks to the excitement around the brand right now.

THE EVENT

Masha Popova SS25

Charli XCX may have declared Brat Summer over, but if Masha Popova is anything to go by, the party girl is not dead. She is simply growing up. Oversized glasses were paired with pencil skirts, but the looks were far from stuffy. The pencil skirts in question were denim, layered or had a 90’s grunge feel to them. Stockings were falling down, dresses were off the shoulder, and lace bras were on show, replicating that messiness that comes with being in your mid-to-late twenties, and even your thirties, trying to navigate both your youth and impending fully-fledged adulthood.

Long dresses were paired with Masha Popova’s Adidas Superstar 82 collaboration that debuted at the show, perfectly injecting that sense of youth and the adding that one element of your outfit that feels slightly out of place or a little bit undone. The collection felt like watching an array of individuals rushing to work, still half-dressed in the clothes that they wore the night before. It was fun, it was messy, it was youthful, and most importantly it was a very real and relatable depiction of an era of life that can be quite difficult to dress for.

The Evolution of Style

The transition between university and professional life is one that I and many people around me have been navigating in recent years. I can’t tell you how many conversations we have had about personal style during this period of immense change. We want to dress professionally and like the grown-ups we now think of ourselves as, but we still want to look cool and young. Crop tops are too short, but pencil skirts feel too long. It is such a universal experience to struggle with personal style during this period. Standing in the room experiencing this collection first-hand made me feel so seen and understood as it perfectly encapsulated that feeling.

Masha Popova SS25: The Collection

The collection was titled IMPULSE, and Popova shared that it was heavily inspired by the notion of impulse dressing and Patrick Magaud’s 1984 voyeuristic book Exhibition in Paris, which captured models while in various stages of dress, a reflection of the realities of a busy life. This inspiration was evident in the straps that fell to the models’ elbows rather than tightly fitting their shoulders, undone zips and layered pieces that created the illusion that the top layer was peeling away and falling off.

As much as we may aspire to a perfectly styled day-to-day wardrobe, that isn’t the reality that many of us live in. Most of us are never completely ready. Sometimes, we barely have time to think about what we’re wearing and just throw on the nearest thing to hand. The imperfections of dressing in everyday life were embraced as a conscious styling decision throughout Masha Popova’s show, truly representing the modern-day busy woman.

Masha Popova Spring 2025

All in all, the show was an amazing experience and the collection a perfect encapsulation of a universal transitional time in the development of personal style. The air felt electric, like just before a storm, and I think that’s reflective of the current state of the brand. Masha Popova has experienced so much success so far in her career, but it really feels like the brand is on the brink of something even bigger.

Stars who truly have their finger on the pulse when it comes to fashion, Amelia Dimoldenberg and Dua Lipa being two notable examples, are loving the brand, and I’m taking that as further proof of the designer’s upcoming world domination. It was amazing to be able to experience the growth of the brand at this stage, and I am so excited to see where it goes next.