Masha Popova FW 25: Do Not Disturb

February 24, 2025

Masha Popova’s Do Not Disturb captures the beauty of clothes in motion—half-buttoned shirts, slipping straps, coats thrown over shoulders. Inspired by hotel rooms, the traces people leave behind, and the stories they tell.

Distressed denim, oversized coats, and soft layers blur the line between dressing and undressing. The colors—faded blues, warm neutrals, deep browns—reflects the elegance of worn hotel interiors.

Shot by Sonny Round and Mila Rowyszyn, the campaign captures bodies in motion, caught mid-step or sinking into furniture. A wardrobe for those who never fully unpack.

See more of the collection below and watch the campaign video here.

Creative Direction & Design by Masha Popova
Photography by Sonny Round
Animated Video in collaboration with Mila Rowyszyn
Styling by Celestine Cooney
Modeling by Mila Rowyszyn
Make-up by Grace Ellington
Hair by Takuya Uchiyama

Fashion

JORDANLUCA got Married and somehow Showed their Fall/Winter 2025 Collection

January 19, 2025

In a world that often feels fragmented, love remains a powerful, transformative force — a theme that takes center stage in JORDANLUCA’s Autumn/Winter 2025 collection. With a focus on unity, the latest season highlights the importance of both heritage and connection.

The collection revisits some of the brand’s most beloved pieces, giving them new life and reimagining the JORDANLUCA wardrobe. A particular emphasis on British craftsmanship is evident, with the collection featuring textiles from iconic English and Scottish mills and silhouettes that are defined by updated versions of classic British outerwear.

With AW25, JORDANLUCA celebrates the power of love and the lasting beauty of British design, creating a collection that speaks to both heritage and the promise of a brighter, more connected future.

Fashion

Out of the Blue: FENTY X PUMA

January 18, 2025

When Rihanna and Puma team up you know that the finished product is going to be something that is sleek, fashion-forward, and undoubtedly sought after by every downtown it-girl. office tapped into the city’s coolest in an exclusive editorial on how we’d rock the Avanti LS. Reimagining the bold sneaker and juxtaposing it against Brooklyn’s city scape, we play into warm furs and striking fishnets all set against the newly iconic bright blue of the shoe. Check out our collaboration below to see for yourself.

Photography Eric Chakeen
Styling Cassie Jekanoski
Talent Alvina Bokhari, Daneyh, Fia, Sofia Garcia-Peña
Creative Direction Mitchell Connell
Hair Skye Melena
Makeup Cassandra Lee
Fashion Assistant Claire Wiseman
Creative Producer Liv Solomon
Production Assistant Rea Brayshaw

Fashion

GUCCI SS25: Where the Light Finds Us

January 17, 2025

There is a dreamlike limbo between movement and stillness, between light and shadow. This precise yet indefinable space is what GUCCI’s new Spring/Summer 2025 campaign Where the Light Finds Us explores. It tells the story of two souls meeting in a suspended moment, exchanging fragments of emotions and subtle gestures in an interplay of light and shadow, offering a glimpse into the essence of the collection. Challenging the boundaries between simplicity and complexity, the new collection features lightweight fabrics intertwined with structured silhouettes and unexpected touches of color that blur the line between the real and the imaginary. Where the Light Finds Us invites us to inhabit this liminal space: a poetic expression of connection and transformation.