JOHANNA PARV

Estonia-born designer Johanna Parv is devoted to making womenswear that is as practical as it is elegant. After graduating from Central Saint Martins in 2020, the designer established her namesake label JOHANNA PARV and was subsequently chosen to join the talent incubator Fashion East. Busy London lifestyles—particularly those of cyclists—inspired precisely tailored garments with ergonomic, modular designs that accommodate dynamic motion. Formal dress codes like flattering silhouettes and couture techniques are applied to peak-performance garments resistant to friction and equipped with adaptive breathability. Developing new and more purposeful ways of dressing, JOHANNA PARV proves pragmatism need not come at the expense of style.