September 18, 2024 |
After graduating Fashion East last season, Johanna Parv stepped out at SS25 to present her first solo collection.
As the show started, over the speakers an ominous voice commanded in the designer’s Estonian mother tongue: “On my way!” Quickly following, a collective of chic women who appeared to be making their morning commute – shifting their clothes and removing layers while on the go.
Honing her fashionable functional offering, Parv’s latest collection featured clothes good for the girl on the go: skorts, cycling zip-ups and cropped tank tops – all in technical fabrics in mint green, lilac and more muted black, grey and white. Plus, pockets!
Making your life easier one garment at a time, silicone dots that punctuated the looks weren’t simply decorative, but functional too. Appearing at the shoulder, to stop your bag from slipping, or at the breast for extra support. The tote bags also doubled as backpacks, transforming from one to the other in an instant.
Who better to model the collection than actual active women, a delightful mix of different ages, sizes and races – beautifully bare-faced, save for skincare provided by FaceGym. After a successful first solo outing, we’re already sprinting towards February to see what Parv has cooked up for AW25.
Photography courtesy of Johanna Parv.
