Masha Popova FW25: Fashion for those who never unpack

The collection is inspired by ‘The Hotel’ by Sophie Calle.

Masha Popova’s Autumn/Winter 2025 collection captures the fleeting excitement of getting dressed, focusing on those transitional moments that exist solely for the wearer. Each garment appears to be in motion: half-fastened buttons, a shirt slipping off the shoulder, boots barely clinging to the heel. It is not about a finished look but rather a style in flux, constantly evolving.

Titled ‘Do Not Disturb’, the collection draws inspiration from ‘The Hotel‘, Sophie Calle’s photographic series documenting the traces left behind by travellers in hotel rooms—abandoned clothing, forgotten belongings, silent imprints of transient stories. Popova translates this concept into garments that feel lived-in rather than styled, celebrating the beauty of disorder and impermanence.

Photographed in the intimate, luxurious setting of a hotel, ‘Do Not Disturb’ blends draped silhouettes with the rawness of distressed denim—a signature of the brand. The jeans appear aged and worn, juxtaposed with more rigid, structured shapes. Coats feature exaggerated proportions that mimic the effortless drape of hotel bathrobes, while boots with slouchy detailing play with the contrast between chaos and refinement.

In the campaign images, the model moves with the same nonchalant ease that the collection embodies—leaning against door frames, sprawled across the floor, or caught mid-motion. Popova’s vision for this season is designed for those who never fully unpack, embracing disorder as a personal and ever-evolving style.