Masha Popova SS24
If Masha Popova’s debut spring/summer 2023 runway show, entitled RUSH, was a fast-paced drive around the block, then her sophomore catwalk outing, MONSTER – a “seasonless” offering that combines autumn/winter 2023 and spring/summer 2024 – is a thrilling, adrenaline-fuelled ride. Seated in – or spectating – a monster truck, to be precise.
While the collection observes the mesmerising power of these revved up beings, it is also a moment of self-reflection for the designer. The “beasts” emulate the spectrum of feelings she has experienced over the past year: anger, desire, sadness, shame, love, loneliness and excitement. The pieces delve deeper into Masha’s emotions; transforming them into sources of strength and empowerment – just like those performing monsters.
Around 2022, Alo realized its best customers' boyfriends were stealing their Airbrush leggings for the gym.