Words by Alexandra Schmidt Desigual x Masha Popova: Giving The Archive A New Life For the new Desigual x Masha Popova collaboration, everything revolves around reinterpretation. When you think of archives, you might imagine dusty boxes stacked high, their contents long forgotten. But at Desigual, they become a starting point for something new: a bright room filled with iconic pieces and endless possibilities. Garments that not only carry their own stories, but also invite new ones to be written. Now, Masha Popova steps into that room, bringing her own perspective into the Desigual universe – expanding it, reshaping it, and adding her voice to its ongoing narrative. Words by Alexandra Schmidt Masha Popova belongs to the generation of designers who see denim not as a basic but as an emotional material. Born in Ukraine and trained in London, she developed a signature style that turns the familiar into something entirely new. With her own brand, she is especially known for her experimental jeans silhouettes: double-waist constructions, ultra-low rises, and shifted proportions. Now, in her collaboration with Desigual, she reads the brand’s history like a story – deconstructing its codes and transforming familiar elements into a new language, one that draws people in and doesn’t let go. Fringes, washes, bleached fabrics, and double-waist details become symbols of a generation that saw fashion as a way to express itself without the need for staging. The pieces feel as if they’ve already lived an exciting life, and that’s exactly why they resonate so strongly today. Grunge becomes a statement about freedom – about the right to remain unfinished, to experiment, to embrace contradictions. In the end, this collaboration is less a denim collection and more a space for memory. It shows that archives aren’t meant to close chapters but to open new stories. And nostalgia is at its strongest when it doesn’t stay still, but continues to evolve. The collection is now available in the Desigual online store. Credits Images Courtesy of Desigual Read Next Emmeline When Sleepwear Becomes a Statement: Dolce & Gabbana Reframes Pyjamas for their SS26 collection Pick Of The Week: Swarovski Charm Necklace from The Charming Love collection
Fringes, washes, bleached fabrics, and double-waist details become symbols of a generation that saw fashion as a way to express itself without the need for staging. The pieces feel as if they’ve already lived an exciting life, and that’s exactly why they resonate so strongly today. Grunge becomes a statement about freedom – about the right to remain unfinished, to experiment, to embrace contradictions.
