Estonian-born, London-based eponymous label Johanna Parv is the brand defining a unique ‘functional luxury’ offering for women. Inspired by the women Parv sees moving through the city with grace and power ‘from the bike lane to the boardroom’, Johanna Parv creates a distinctly modern and innovative aesthetic fuelled by meticulous detail to performance and technicality, and uncompromised elegance. With a design philosophy informed by a background in the worlds of sportswear and couture houses such as Balenciaga and Christian Dior, Parv’s empowering designs debuted on the runway in 2022 when the brand became a Fashion East recipient, to much industry acclaim. Since graduating, Johanna Parv has been a Semi-Finalist of the prestigious LVMH Prize and is now a BFC Newgen designer. Parv’s niche for what the designer describes as ‘engineered formalwear’ - fusing subtly sensual codes with technical elements - is designed with women who are ‘independent, free souls, but refined at the same time’.