Masha Popova, Ukrainian designer and figure at London fashion week, has designed a collection with Desigual. Through this collaboration, the Spanish brand is accelerating a repositioning initiated in recent seasons.
This capsule is part of a strategy aimed at strengthening international positioning, reaching new audiences and collaborating with creators with a strong contemporary identity. This, in order to modernize its image.
Known for its colorful prints, the Desigual brand was once associated with a rather provincial clientele. Today she has her place on the podiums of the Parisian fashion sphere (by extension international) thanks to the Studio collection and through fruitful co-creations.
2025 marked a turning point with the Caribbean duo Botter then the Parisian label Egonlab.
The creative direction of the Masha Popova x Desigual capsule, on sale since mid-February 2026, is a dialogue between the Desigual archives and the aesthetic universe of the designer, certainly emerging, but already acclaimed by Dua Lipa, Bella Hadid, Billie Eilish and Kylie Jenner.
Historic signature of Desigual, the bohemian aesthetic becomes hype with Masha Popova
Graduated from Central Saint Martin in 2020, Masha Popova studied at Maison Margiela then Celine, era Phoebe Philo. The first visibility of his brand comes in fall-winter 2021, with a Y2K aesthetic mixing couture, streetwear and references to subculture.
The designer then asserts her taste for experimental and high-end denim. It is precisely denim that serves as the common thread in the collection created for Desigual: aged, faded, natural or pink, it translates the bohemian chic heritage of Desigual into a more grunge, even more trashy approach.
One of the key pieces, very Y2K, is a slim-cut denim dress in dark black denim and long sleeves, V-neck with front button closure along the entire length of the body (219 euros).
The hippie style side is found in the double-belted jeans (159 euros) or in fringed pieces (branded asymmetrical dress, 189 euros). Street culture is expressed in short hooded sweatshirts (119 euros.
The collection is available in all Desigual points of sale, online and in stores, i.e. 282 mono-brand stores.
