Masha Titova of Upper East Side on Life, Lessons & Legacy

Masha Titova shared their story and experiences with us recently and you can find our conversation below.

Masha, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What do the first 90 minutes of your day look like?
My mornings are incredibly precious, I never let myself skip my wake up routine. On days I work out, that will be the firs thing I do after the usual bathroom things like brushing my teeth. But on these days I will also put some hair oil on my roots and put a thin layer of a face mask on, and let it sit while i’m working out. If it’s a non work out morning then I’ll take a short walk around gramercy park before any coffee intake. I then proceed with my daily morning rituals of taking my vitamins, french pressing my coffee, and sitting down to write my morning pages. For those who don’t know, morning pages is a daily habit of mine where I sit down and write 3 full pages uninterrupted. It’s my favorite way to brain dumb and have a fresh mind for the day. After I get to whatever is waiting for me that day.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Masha Titova, founder and designer of TITOV, a lingerie, sleepwear and party dress brand handmade in New York City. After working for luxury houses like Marc Jacobs and Yeezy, I wanted to create something more personal, pieces that feel both indulgent and effortless. TITOV is for the woman who loves beautiful things, but doesn’t wait for a special occasion to wear them. Everything is made to order, in over 40 sizes, using silks, lace, and mesh sourced responsibly. Right now, I’m focused on expanding TITOV into custom gowns and custom bridal wear! It’s been so fun working with women who want to create something truly unique for their special day.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
The people who taught me the most about work are my family. My parents and brothers immigrated to the U.S. from Russia, and I had the honor of watching their no-excuses work ethic firsthand. Their drive and resilience shaped everything I do, and I’m proud to carry that same mindset into my own career and brand today.

When did you last change your mind about something important?
I used to see New York Fashion Week as the ultimate marker of success. I thought that once I was on the official calendar, everything would fall into place. But after experiencing it firsthand and talking to other designers, I’ve realized it’s more hype than impact. Between the time, cost, and limited return, it simply doesn’t do as much for a brand as people are led to believe.

Sure, so let’s go deeper into your values and how you think. Where are smart people getting it totally wrong today?
People are getting it wrong by putting AI on a pedestal. Everyone is racing to automate without asking if their customers even want to talk to a chatbot, for example. In many cases, people still prefer a real human. The smartest brands will use AI thoughtfully, finding balance between technology and genuine connection.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What is the story you hope people tell about you when you’re gone?
I hope people say I built something real. That I created beauty with purpose, treated people well, and never lost the human touch in what I made. I want to be remembered for chasing creativity without compromise and proving that hard work and integrity still matter.

Contact Info:

• Website: https://titovlabel.com
• Instagram: titovlabel
• Linkedin: titovlabel
• Twitter: titovlabel
• Facebook: titovlabel
• Youtube: titovlabel
• Other: tiktok @ titovlabel