Johanna Parv

Eyes on Talents member, Johanna Parv, presented her debut collection with the fashion incubator Fashion East this year. Parv’s Autumn/Winter 2023 collection is about protecting and caring for women in the cities with functionality and sustainability at the center. Many pieces come fitted with technical systems which allow the wearer to shapeshift the garment with the pull of a toggle, or by tucking, twisting or buttoning the garment’s fabric over the shoulder or around the waist. Inspired by real-life hacks used by cyclists spotted on the roads these functional details are part of Johanna Parv’s DNA. Parv’s pieces favour longevity and are sustainability minded. Working this recycled nylons and materials created from post-consumer plastics, her future plans include a fully circular model that involves re-recycling materials.
Johanna Parv is an Estonian-born womenswear and accessories designer based in London. Parv established her namesake label after graduating from Central Saint Martins' MA Fashion course in 2020. Her focus is primarily tailoring and high fashion, that’s also functional.