MASHA POPOVA is a London-based fashion label founded in 2021 by Ukrainian-born designer Masha Popova, after completing her BA and MA at Central Saint Martins. She previously studied architecture in Ukraine and gained experience at Maison Margiela under John Galliano and at Celine with Phoebe Philo.

The brand is recognised for its subversive approach to denim and bold textile experimentation, treating fabric as a blank canvas and combining handcraft with modern sustainable technologies. Its language is rooted in storytelling through both fabrication and cut, creating clothing that feels authentic and lived-in yet unmistakably current.

Supported by the British Fashion Council's NEWGEN initiative, Popova staged her debut runway show in London for Spring/Summer 2023 and has since presented four collections at London Fashion Week. The brand has collaborated with Adidas on custom sneakers and partnered with PinkPantheress on a campaign. Worn by leading artists including Billie Eilish, Dua Lipa, Blackpink, Megan Thee Stallion, and FKA Twigs, Masha Popova has quickly become one of London's most distinctive emerging voices.

"The exciting, young denimologist Masha Popova"
Vogue, Luke Leitch