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Brand to Watch: Johanna-Maria Parv

Posted in Style
by adakallgren on 26 July, 2017

Nothing tells the story of women’s lives throughout history quite like the clothes they wore. From the movement-impeding styles that reigned women’s dress for centuries, design pioneers like Poiret and his naturally fitting “trotteur” dress in the early 1900s, and Chanel’s early loose trousers shaped with the female form in mind, marked a new time and purpose for women (and their clothes).
CSM graduate Johanna-Maria Parv is referencing these historical moments when women’s lives and clothing became less restrictive in her designs. Based on traditional tailoring, the pieces that made up her graduate collection were tailored into shapes that allow women a higher level of mobility in active situations. Looking to female cyclists as a symbol of women free from social restrictions, her designs are shaped by the grander vision to embrace female power and strength.
From helmets to accessories and ready-to-wear, all pieces are 100% handmade from a nature-heavy material palette, including woods and leathers, given definition with sharp contrasting colours. Part of the current wave of designers tapping the feminist debate, Parv is also hinting at an interesting new prospect for traditional tailoring – that is making it relevant to modern women with a pinch of activewear.

Brand to watch is our regular dispatch of standout upcoming labels merging ethics with aesthetics.


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