Johanna Sands founded her label in 2005. She began designing and sewing as a young girl after watching her mother Anne-Thérèse working as a Tailor. She went on to study Fashion and Textiles at Liverpool John Moores University.

The pieces are influenced by her mixed European Heritage. They combine Italian effortless style, French understated elegance and Scandinavian minimalism to create voluminous, vintage silhouettes with couture details like her signature bows which are inspired by her Basque roots. As well as being an ecologically sound dress choice, they are carefree, comfortable and designed for movement as well as beauty.

Spending every summer in Italy, France and Spain with her family influenced her first collection of summer dresses. The soft colour palette of vintage Italian and French films has always been a key inspiration for the collections. The summer pieces are made of sustainable, natural, premium quality linen or cotton while the winter collection is made from environmentally friendly cord and velvet, recycled or deadstock fabric. It is all hand made in her UK studio in small limited edition runs to avoid waste.

Johanna works with her husband Johnny – a photographer and musician – who brings all her dresses to life on film in their shoots for Instagram.