[STYLE] PINKPANTHERESS STARS IN MASHA POPOVA AW24 CAMPAIGN 

Masha Popova, the much-hyped emerging Ukrainian designer based in London, enlists British pop phenomenon PinkPantheress to star in her Autumn/Winter 2024 campaign.

The collaboration is somewhat of a “dream manifested” according to the designer, who sees synergies between the aesthetic and personality codes the brand has become known for – viral attitude-heavy, grunge-meets-noughties IT girl – and PinkPantheress’s artistry, blending the glittery dream-pop with melancholia that has led to her instant hits. With her album on repeat through late nights in Popova’s studio, when the chance came to shoot with PinkPantheress in Los Angeles during her US tour in early 2024, Popova was thrilled; “I wanted someone who genuinely mattered to me creatively. PinkPantheress is uncompromising in her sound and even in how she dresses. She knows who she is and what she wants, and that’s why I love her so much”.

The resulting images are an intimate series of vignettes, showing PinkPantheress in the dream-like and quietly eerie world of Gli$ten. The dark, dilapidated set, against the backdrop of an LA night plays into Popova’s inspiration for this collection – going behind the glamorous facade of celebrity to discover the reality of its underbelly. Styled by Masha Popova’s close creative collaborator Celestine Cooney, PinkPantheress is seen in a variety of looks that highlight Popova’s range of signature denim styles. Inspired by the designer’s formative teenage years watching now cult Skins and The Bling Ring, the collection brings together elements of 2010s nostalgia including animal prints, hooded tracksuits, maximalist gold jewellery and jeggings.