Johanna Parv SS25

As the final day of London Fashion Week dawned, the atmosphere was charged with anticipation and excitement. Sabrina, fully immersed in the spirit of the event, donned her silk Gucci coat before slipping into a stunning gray piece from Victoria Beckham. Together, we set off on a fashion adventure, ready to witness the much-anticipated Johanna Parv SS25 show.

Outside the venue, the photographers were relentless, capturing every moment of Sabrina's stylish ensemble. However, I found myself in a rather amusing predicament—only one photographer seemed to notice me amid the glamour, snapping a few pity shots as I stood by her side. And to that photographer, I say thank you. You are a true gentleman.

The collection was designed for the modern woman on the go, seamlessly blending functionality with elegance. Parv’s designs reflect her personal experiences as a runner and cyclist navigating urban life, making each piece not just stylish but also practical. Parv’s vision for her collection was clear from the start, clothes that adapt to a woman's dynamic lifestyle. The show opened with an audio cue, “On my way!” in Parv's Estonian mother tongue, setting the tone for a presentation that mirrored the hustle and bustle of city life. Models paraded down the runway, embodying the essence of women commuting through busy streets, effortlessly transitioning between layers and styles.

The collection featured signature pieces like asymmetrical skorts and breathable cycling zip-tops, all crafted from lightweight materials such as water-repellent linen and wool. Notably, silicone dots were integrated into various garments to enhance functionality, these "grip" pieces prevent bags from slipping off shoulders and provide discreet support where needed.

Among the standout items was the Tech Vent Dress, a versatile piece that Parv envisioned her grandmother wearing while gardening. This dress embodies adaptability and practicality, showcasing pockets and zippers that allow for easy adjustments on the go. Furthermore, new additions like unisex tote bags that convert into backpacks highlight Parv’s commitment to creating garments that cater to everyday needs.

The runway presentation itself was a dynamic experience. Models remained on stage throughout the show, subtly altering their outfits as they walked, an artistic representation of how women instinctively adjust their clothing during their daily routines. Their fresh-faced appearance emphasized Parv’s ethos: confidence without unnecessary embellishments. This season marked a significant shift for Parv as she moved away from darker palettes to embrace more vibrant colors like lime green and lilac. Inspired by aluminium's reflective qualities, her collection radiated energy and optimism. Accessories also played a crucial role; collaborations with brands like SWEETLIMEJUICE introduced jewelry that complemented the garments' fluidity.

As the show concluded, it became evident that Johanna Parv’s SS25 collection was more than just fashion, it was a celebration of modern femininity. Her designs empower women to navigate their busy lives with style, proving that elegance can coexist with practicality. Reflecting on our day at LFW, it was clear that Johanna Parv's vision resonates deeply with today’s active women. As we left the venue buzzing with inspiration, I couldn't help but feel excited for what lies ahead in this new chapter of fashion, one where movement is celebrated, and every garment is designed to support life in motion.