Say Now take us to the Masha Popova runway show
The British girl group share their camera roll from the front row at London Fashion Week
“The collection was bold, cheeky and colourful – everything that Say Now loves!!” read the email from British girl group Say Now, sent just hours after Masha Popova’s Autumn/Winter 2026 runway show. Fresh from the front row at London Fashion Week, members Ysabelle Angeli, Amelia Onuorah and Madeleine Haynes shared their camera roll, capturing the saturated hues and high-octane energy of Popova’s world.
The trio, appropriately, wore the brand. Popova’s designs feel tailor-made for the group: a Y2K-tinged irreverence that mirrors their own playful confidence. From high hemlines to shredded cut-offs, slinky silhouettes to plush, tactile textures, the aesthetic wouldn’t have looked out of place in the ‘Supermarket’ music video.
Dubbed Intimate Hours, the collection unfolded like a fever dream. Inspired loosely by Jim Jarmusch’s gothic romance ‘Only Lovers Left Alive’, Popova explored the private spaces where bedroom memories, desire, boredom and obsession quietly accumulate. Models stalked the runway with new wave hair and vampire fangs as a nod to the film’s nocturnal romantics.
Denim, a Popova signature, was reworked into rugged yet romantic silhouettes, spliced and sculpted to hug the body. Elsewhere, watercolour pyjama sets splashed with paintbrush prints in psychedelic hues brought a louche softness to the line-up.
Popova’s cult following continues to grow. Previous fans of the label include Billie Eilish, FKA twigs and PinkPantheress, who starred in the designer’s Autumn/Winter 2024 campaign.
For Say Now, the show was as much about community as clothes. It caps a breakout year for the pop-R&B trio, who have sold out headline shows, surpassed one million monthly Spotify listeners, landed the cover of NME and fronted a campaign for Jeffrey Campbell. Their single ‘Supermarket’, penned by Raye, became a viral hit, sparking a global dance trend embraced by groups including XG and Kiss of Life.
“What made it even better was running into some of our faves like Bree Runway, FLO and Mulaa Joans,” the group added – a reminder that at London Fashion Week, the front row can be just as electric as the runway itself.