Masha Popova's FW25 Collection Is for the Girl Who Never Unpacks
Inspired by Sophie Calle’s “The Hotel.”
Masha Popova‘s Fall/Winter 2025 collection crackles with the restless energy of getting ready, shining a light on the in-between moments of dressing that exist only for the wearer. She showcases the intimacy of half-fastened buttons, a shirt slipping from the shoulder, boots hanging off the heel — clothes in motion but never fully settled.
Titled “Do Not Disturb,” the collection draws from Sophie Calle’s The Hotel, a photographic series capturing the traces left behind in hotel rooms — crumpled clothes, abandoned belongings, the quiet evidence of lives momentarily passing through. Popova translates this idea into garments that feel lived-in rather than styled, embodying the beauty of imperfection and the allure of transience.
Shot within the plush setting of a hotel, “Do Not Disturb” layers draped silhouettes with the rawness of distressed denim — a signature in Popova’s design language. Denim appears aged and worn, juxtaposed with stricter, more structured shapes. Coats are designed with exaggerated proportions that echo the slouchy, effortless drape of hotel bathrobes, while boots with slumpy detailing play with the tension between rebellion and tradition.
In the campaign images, the model moves with the same undone ease as the clothes, lounging across doorways, sprawled on the floor and caught mid-motion. Popova’s vision this season is for those who never quite unpack and whose wardrobe lives in a state of beautiful, fleeting disarray.
Click the gallery to see more of the designer’s “Do Not Disturb” collection.
For more FW25 news, read about our favorite fashion moments from London Fashion Week.
