Masha Popova On Manifesting PinkPantheress For Her New Campaign
“I wanted someone who genuinely inspired me creatively. PinkPantheress is so real, so authentic, and uncompromising in everything she does.”
Masha Popova and PinkPantheress are a match made in heaven, and clearly, the universe thinks so too. When asked about who her dream campaign star would be, Popova’s answer was simple. It was Pink, it had to be. “At the time, her music was the soundtrack of my summer — I couldn’t stop listening to it. After long days in the studio, I’d go for walks by the river, either alone or with a friend, and we’d sing along to her songs. Her music resonated with me on such a personal level,” the designer tells Hypebae.
It sounds like fate then, that PinkPantheress and stylist Celestine Cooney were in LA at the same time, available to shoot the collection before the artist went on tour. Starring in Popova’s new campaign, which spotlights the Fall/Winter 2024 collection, “GLISTEN,” it’s evident that Pink is quite clearly a Masha girl.
“I wanted someone who genuinely inspired me creatively. PinkPantheress is so real, so authentic, and uncompromising in everything she does, from her unique sound to her distinctive style. She knows exactly who she is and what she wants, and that’s what I admire most about her,” Popova adds.
We caught up with the designer to find out more about how the dreamy team-up came about and how it might evolve in the future. Read on for the full interview.
Tell us a bit about the inspiration behind your new FW24 collection, “GLISTEN.”
The FW24 collection is an ironic exploration of the glamorous and flashy lifestyle often associated with the fashion world. The inspiration for this collection emerged as I began navigating the industry myself, discovering the stark contrast between its luxurious facade and the harsh reality faced by independent brands. The notion of “dressing celebrities, champagne parties, fashion shows” contrasts sharply with my experience of working from a tiny ex-garage studio.
I took inspiration from Lauren Greenfield’s Generation Wealth, Sofia Coppola’s The Bling Ring, and the lavish lifestyles showcased in MTV‘s My Super Sweet Sixteen and Cribs. I wanted to reexamine and redefine what luxury means. Growing up, these portrayals of wealth and excess felt alien to me, sparking a curiosity to delve deeper into the concept. “GLI$TEN” questions the extravagant lifestyle often associated with fashion. This collection subtly nods to traditional luxury staples like leather, animal prints, jewelry, and fur, which have been reinterpreted through a more critical lens. “GLI$TEN” playfully engages with the ‘rich girl’ aesthetic, transforming symbols of opulence into something more nuanced and elevated, all while maintaining a thread of irony throughout.
Masha Popova has had some very impressive celebrity fans over the years, what struck you about PinkPantheress specifically? How did the relationship come about?
Last year, when someone asked me who my dream person to shoot for my collection would be, I immediately said PinkPantheress, though I never imagined it would actually happen. At the time, her music was the soundtrack of my summer — I couldn’t stop listening to it. After long days in the studio, I’d go for walks by the river, either alone or with a friend, and we’d sing along to her songs. Her music resonated with me on such a personal level.
A while later, I met [photographer] Zach Apo-Tsang for a drink to discuss a potential collaboration. He asked again who I’d ideally want to shoot, and without hesitation, I said, ‘PinkPantheress.’ I wanted someone who genuinely inspired me creatively. PinkPantheress is so real, so authentic, and uncompromising in everything she does, from her unique sound to her distinctive style. She knows exactly who she is and what she wants, and that’s what I admire most about her. It felt like my wish had manifested itself.
One day, Zach mentioned that someone told him they knew Pink’s manager. He asked if he should reach out to see if she’d be interested in doing a shoot with us. Of course, I said yes, and just days later, he told me they loved the idea, and she was on board! I couldn’t believe it. Soon after, I met Milena Agbaba, PinkPantheress’ stylist, at my studio. Everything came together so quickly. We put together a creative proposal for the shoot, I made some samples in her size, and PinkPantheress was just as excited about it as we were!
What was it like to work on the campaign together?
PinkPantheress was in LA at that time, and her team suggested shooting before her US tour started. Zach organized everything — the location, the set, and all the communication with her team. I really couldn’t have done it without him. Unfortunately, I didn’t fly to LA because I realized at the last minute that I needed a visa, unlike everyone else on the team, and despite all my efforts, it was impossible to get it in time. Fortunately, Celestine [Cooney] happened to be in LA at the time, so we were still able to make it happen.
What were your influences behind the shoot and its creative direction?
For the campaign, we wanted to merge two worlds: PinkPantheress’ and ours. We wanted this to be more of a collaborative visual project rather than placing her into a separate universe. Since we were shooting in LA, we sought to capture the essence of old Hollywood cinematography, even incorporating graphics reminiscent of classic movie posters. We shot at the cinema location house. The settings and lighting evoke a moody, almost gothic atmosphere, reminiscent of a psychological thriller or horror film, with an emphasis on mystery and introspection. The use of old, slightly decayed interiors with dramatic skies outside adds to the overall haunting and surreal vibe.
How do you plan to evolve the relationship with PinkPantheress after this campaign? Any plans for LFW that you can tell us about, for example?
We don’t have any specific plans with PinkPantheress yet. I would love to meet her in person finally, because I’m the only one who wasn’t able to be on set which I was very sad about. I’d love to create some custom looks for her tour if she’s up for it. Milena, her stylist, knows I’m always down to help out if they need anything. And of course, if Pink is in London during LFW, I would absolutely love it if she could come to the show in September!
