Johanna Parv: The story of the garments in action.

Johanna Parv’s AW25 collection refines utility and elegance, drawing inspiration from mid-century alpine wear and cold-weather protection. In sync with London’s shifting rhythm, the collection adapts to urban life, building a protective shell(ter) for the female body. A navy, brown, black, and white palette shapes structured minimal tailoring and functional outerwear, crafted in wool, cotton, and nylon for warmth and resilience.

The accompanying AW25 film captures this adaptability through elevated, product-focused imagery, where garments move in choreographed gestures - unzipping, adjusting, folding-allowing emotion to emerge through motion and revealing the story of the garments in action. This adaptability aligns with Parv’s broader philosophy - fashion should not only respond to movement but empower it.