johanna parv

Estonian-born, London-based designer Johanna Parv established her namesake luxury womenswear label in 2020 after graduating from Central Saint Martins. With a background that includes working at Balenciaga, Christian Dior, and the performance brand Soar Running, Parv merges couture techniques with technical innovation. Her design is a direct response to the needs of active, professional women in urban environments, drawing primary inspiration from the fluid movement of London's female cyclists.\n\nThe brand is defined by what Parv calls “engineered formalwear,” a hybrid of sleek, tailored silhouettes and high-performance functionality. Signature pieces include asymmetrical skirt-shorts, modular layering items with discreet pockets, and adaptable jackets that can be reconfigured while on the move. Using a predominantly monochromatic palette with occasional color accents, the collections feature technical fabrics like stretch nylon and recycled materials alongside natural fibers such as wool and leather. This focus on practicality results in an understatedly sexy and empowering aesthetic, celebrated by publications for its intelligent and modern approach to womenswear. The brand produces its handcrafted pieces in London with local artisans.