Johanna Parv's Models Wore Zero Makeup at Her SS25 Show
Opting, instead, for facial “workouts” in partnership with Facegym.
“Fresh, clean, bright and energetic,” were the words that Johanna Parv used to describe her Spring/Summer 2025 London Fashion Week collection — and the beauty (or lack thereof) was no different.
The London-based designer is known for her elevated take on athleisure wear, and this season, she had the “beauty” to match as the show’s models were prepped with just skincare. Johanna Parv partnered with facial fitness brand Facegym, to give the models’ faces the workout of a lifetime. Facegym used its signature combination of tools, muscle training and skincare products to reduce puffiness and increase circulation pre-show. In addition to products with ingredients like vitamin C, hyaluronic acid and retinol, devices like their mini yoga ball, radio frequency device, electrical muscle stimulator and jade gua sha were used to snatch and hydrate.
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If you’re interested in doing your own Facegym workout, the brand has locations available to visit in the United States, United Kingdom and Australia.
While you’re here, check out our coverage of fashion month beauty trends for Spring/Summer 2025.
