Pull&Bear promotes the talent of Chet Lo and Johanna Parv with the ‘Canvas for Creativity’ project and together with BFC NEWGEN

The initiative, entitled ‘Canvas for Creativity’, seeks to connect emerging designers with the resources of a global brand.

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In its first edition, Pull&Bear has chosen Chet Lo and Johanna Parv, with the aim of creating two capsule collections that will be unveiled during the next London Fashion Week.

‘Canvas for Creativity’ goes beyond traditional collaborations, offering talents the opportunity to become guest creative directors for Pull&Bear with complete freedom. The result? Unique collections, where innovation and creativity merge with the particular visions of each designer without losing sight of the brand’s identity.

Chet Lo, who has carved a niche for himself in the industry thanks to his avant-garde and experimental approach, has proposed a collection that plays with the dynamism of textures through a colour palette in shades of black and electric blue. Highlights include a pleated total look and a cropped bomber that perfectly embodies his disruptive understanding of fashion.

‘I am very proud to be part of this project and I am looking forward to future collaborations with other NEWGEN designers. London has established itself as a key stage for experimentation and transgression in fashion. ‘I think London is the epicentre of rebellion. Here, young designers are not afraid to show themselves as they are, without worrying about what other people think. The fashion industry can be very restrictive at times, but London breathes freedom,’ says Lo.

For her part, Johanna Parv offers a more functional but equally innovative concept with designs imagined for an urban and dynamic lifestyle. To this end, she has excellently combined technical fabrics and slim fits to create multifunctional outerwear and a bag that converts into a skirt, among other attractive options.

‘Working with Pull&Bear has allowed her to bring functional fashion to a wider audience without losing the design values. It has been an exciting opportunity to experiment with materials on a large scale, combining technical innovation with commercial accessibility,’ adds the Estonian designer.

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Both collections reflect not only the codes of both designers but also Pull&Bear‘s commitment to emerging creativity and its ability to connect visionary profiles with a global audience.

This first edition of ‘Canvas for Creativity’ will be launched with an exclusive pop-up in Selfridges and will be available on Selfridges and Pull&Bear websites from 17 February.