LFW SS25: Johanna Parv

As dawn broke over London (it was actually 10am but after this weekend that felt like dawn), Johanna Parv's SS25 collection took centre stage, capturing the essence of a modern woman in motion. Parv, known for her practical yet sophisticated designs, delivered a runway experience that echoed the fluidity of daily urban life. From commutes to quiet moments of self-reflection, her collection was a love letter to seamless transitions, demonstrating how style and functionality can coexist in harmony.

The show opened with a fresh energy, models gliding down the runway with purpose, embodying the fast-paced rhythms of city life. Parv’s core vision was immediately clear: clothes that not only look chic but adapt to the wearer’s dynamic needs. Whether cycling through the city or dashing between meetings, the Johanna Parv woman remains unflustered, polished, and impeccably dressed.

Parv’s signature pieces—the asymmetrical skirt-shorts, nineties-inspired necklines, and cycling zip-tops—were beautifully reinterpreted for SS25. Her attention to practical elegance shone in every detail, with silicone dots discreetly placed to enhance functionality. These "Grip" pieces, with their subtle yet game-changing touches, kept bags from slipping and provided unseen support, turning everyday struggles into moments of ease. The innovation felt so effortless, as if Parv had anticipated the hidden challenges of every active woman's day.

New additions to the collection, such as unisex tote bags that seamlessly transform into backpacks and water-repellent linen suits, demonstrated a perfect balance between practicality and aesthetic refinement. Parv’s Tech Vent Dress, a standout piece, embodied this fusion of utility and elegance. The dress effortlessly transitioned from urban settings to outdoor activities, showcasing the collection’s focus on versatility and adaptability.

The presentation itself was a reflection of urban life in motion. Models remained on the runway throughout, passing one another as though navigating the busy streets during rush hour. Their minimalistic, makeup-free faces emphasised Parv’s ethos: a woman in charge of her day doesn’t need elaborate flourishes. Each model, effortlessly calm and focused, showcased the adaptability of the garments, subtly unzipping, reconfiguring, and reshaping their looks in real-time.

Parv’s shift away from the darker, moodier palettes of previous seasons was refreshing. The SS25 collection embraced a brighter spectrum—lime green, lilac, metallics, and crisp whites—drawing inspiration from the malleability and lightness of aluminium. This newfound lightness, both in fabric and tone, symbolised a vibrant, forward-thinking chapter for Parv’s brand.

Even the accessories embodied this fluid adaptability. Parv’s collaboration with SWEETLIMEJUICE brought jewellery that stretched across the body with ease, while elasticated heels mirrored the garments' versatility. Every element of the collection moved with the wearer, reinforcing the designer’s dedication to creating pieces that serve without restriction.

Johanna Parv’s SS25 collection was a masterclass in marrying function with fashion, offering women the freedom to embrace life’s demands while staying elegant. As the models exited the runway, one couldn’t help but feel invigorated by Parv’s vision of modern femininity: one that moves, adapts, and thrives, with grace and strength woven into every stitch.