JOHANNA PARV / NEWGEN – FESCH.TV

FESCH.TV INFORMIERT:

My brand Johanna Parv is deeply inspired by my passion to cycling and the city as a woman.
My aim is to make women feel they are capabale for more by greating outdoor clothes and accessoreis that flatter the body but also allow movement and protect your already existing clothes or accssoreis. It is a combination of carefully tailored ergonimical elegance with functionality.

I am especially fascinated by the idea of offering new ways of wearing garments – through combining more sensitive manners of handmade and tailored with more functional and durable aspects to develop my own urban couture. I want to offer new possibilities and make each pieces special and fun to wear.


My main focus is to use materials that are aligned to this duality of worlds – I combine selected functional performance fabrics made from recycled raw materials and add handmade details – which results in a mix of up-cycled fabrics and vintage pieces. I believe in producing less with more purpose. I always challenge myself to utilise what is in my immediate surroundings. Many pieces in my collection are one of a kind. I think in the world that is dominated by mass produced goods, unique pieces should be cherished.

At this point in my career support from NEWGEN would be crucial help that would enable me to take the next step forward.

Firstly it would offer very big help and support for showcasing my work to a wider audience and be part of London Fashion Week, which has been truly one of my dreams and what I feel my brand is ready for. There is nothing better than seeing people wearing your garments and the work put into this is then coming back

It would be such an honour to to be part of the BFC community and learn from the industry experts how to develop my brand further and create healthy and sustainable fashion business.

My ultimate goal is to work on my brand full-time, offer job opportunities and pass on the knowledge I have gained throughout my experiences. I believe NEWGEN has developed the best framework for emerging designers like me to learn, reach our full potential and give back to our community.