Johanna Parv, Hyke, Slut Strand Society and Gorp Girls.
Johanna Parv is one of my favorite designers currently working. The Estonian-born, London-based, Central Saint Martins graduate has done work for Balenciaga, Dior, Burberry, and Soar Running. Her eponymous label focuses on elegant and functional clothes for professional women.
“When it comes to my designs, I like to think of a woman in action – it’s all about finding a way to make something feminine and elegant that’s also good for movement.” - JP
Static photos don’t do her work a full service. Take a look at this short demonstration of her work’s functionality from the SS23 Collection.
Throughout the last month she’s been posting snippets of an excellent video campaign for the AW23 collection to her instagram showing the product fully in context.
IMAGES/VIDEO VIA JOHANNA PARV
March also saw Hyke display their women’s Fall 23 collection at fashion week Tokyo. Husband-and-wife designers Hideaki Yoshihara and Yukiko Ode succussfully approach military-inspired techwear through a distinctly feminine lens. Integrating waterproof materials, sherpa overcoats, and cropped nordic sweaters.
IMAGES VIA HYKE
Slut Strand Society and Gorp Girls are two prominent groups highlighting women in the skiing and outdoor industries. SSS held an all girls rail jam in Denver in partnership with Level 1 and GG puts on a number of runs, hikes, and other events each month throughout the UK.
GG additionally operates as a creative agency partnering with brands like Arcteryx, Salomon, Columbia and The North Face.
IMAGES VIA GORP GIRLS
In typographic news, my long term project, Grotte Display is up on 77Type*BETA for preview. Licensing info coming soon.