Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine

Tess McGill is the protagonist of the 80s cult movie Working Girl with Melanie Griffith.

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 and was an Isabella Blow Foundation scholar.

She has worked as a design assistant at Balenciaga and Christian Dior, an accessories designer at Burberry and as a designer at Soar Running

The professional women who cycle the city’s bustling streets are the muses for Parv’s expertly constructed garments with a functional elegance which is lacking in contemporary luxury and performance wear.

Power, modernity, freedom: these three words well define eclectic Johanna’s style.

Jump in our conversation with her to discover her unique world:

How did your passion for fashion come about?
I was very curious about historical dressing and fashion history in general – the empowerment of women in big dresses and restrictive uniforms – I found this all very fascinating – how it was related to the times they were living in and how different situations affected the way fashion evolved. I have also been making and studying art since I was 6 years old. Later then I started thinking more about what I like about myself as a woman – and what has changed in our lifestyles in cities and what women need now – I started developing ways of breaking out of the restrictive  frames. Fashion for me is about a journey and designing for a woman on the move and being able to create great products which can add something new or improve aspects in our everyday lives.

According to you, what’s fashion today?Fashion today is about flexibility and lightness but also popular fashion is mainly re-production of existing. Innovation is also in using new technologies of reproducing something that already exists in a new material.

And why did you decide to create your own brand?
So I can work on things I like. Alos to be able to learn how to manage projects, team and fundamentally to be able to spread the message and focus on products that I think have a positive impact.

What’s Johanna Parv, the brand?
Exaggerated and simplified silhouettes, ergonomic designs with hidden details and unexpected functions combined with hand-crafted accessories that are tailored to the body — my designs are for elegant and powerful wearers who are fully equipped: the modern Chanel women, on a bike.

Do you think it represents its image and philosophy well?
Yes, I am very glad if you think that.

Instead, if you could choose one song to define it, which one would you choose? 
Stolen Dog – Burial

Women and their world are always at the center of your creative process and the main inspiration for all your collections. Can you tell us something about the SS24?
Powerful, elegant, speedy (fast) – SS24 collection is composed of lightweight, translucent materials. Ergonomically cut, the elegant yet functional silhouettes conceal storage throughout the range.

The key piece of the collection.
I think the suit dress incorporates a full bodysuit and a maxi dress.

You were born in Estonia, studied in London and worked in Paris for Balenciaga and Dior, among others. How do all these experiences influence your work?
Practicality, handicraft, couture techniquest knowledge of bags, engineering sportswear. My work combines the poise of 50s’ couture and Estonian outlook on “valuing the existing”. I combine my knowledge of engineered sportswear, accessories design and garment construction acquired through working at couture houses like Balenciaga and Christian Dior.

How do you imagine you and Johanna Parv in ten years? I hope Johanna Parv will be an internationally respected and valued business whose product is well known for its  refined yet adaptable, ergonomic and long-lasting product. With an aim to represent the female point of view in the technical fashion landscape/field. 

Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Johanna Parv and her Tess McGill(s) 3.0 Johanna Parv and her Tess McGill(s) 3.0 Vanity Teen 虚荣青年 Lifestyle & new faces magazine
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