London-based designer Masha Popova has invited PinkPantheress to star in her autumn-winter 2024 campaign titled Gli$ten.
Popova caught up with PinkPantheress in LA earlier this year while the British pop star was on tour in what the Ukrainian designer calls a “dream manifested”. The mini-campaign is both gritty and ethereal, relying on 90s grunge references and the slick psychedelic leanings of the 2010s.
The Gli$ten campaign, shot by Zach Apo-Tsang, captures the darker side of glamour with PinkPantheress in vibrant halters and patterned trousers before a dilapidated set and stormy sky. Both designer and musician found a kind of synergy between their art that was perfect for this campaign, a glittering front met with a darker, melancholic temperament beneath the surface. Popova invited longtime collaborator Celestine Cooney to style key denim pieces with bold animal prints, hooded tracksuits and maximalist jewellery, offering a glimpse at the gritty side of the noughties that influenced her.
“I wanted someone who genuinely mattered to me creatively” Masha Popova muses of the collaboration. “PinkPantheress is uncompromising in her sound and even in how she dresses. She knows who she is and what she wants, and that’s why I love her so much.”
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