Q&A THEN/NOW/NEXT WITH JOHNNY.

Q1. What made you start BY JOHNNY 16 years ago?

JOHNNY: I wanted to make clothes that made women feel amazing. It started with a bold idea and market stall in Paddington…

 Q2.  What would you tell someone who wore BY JOHNNY to their 21st?

 JOHNNY: Keep the dress, pass it down as it will come back around.

Q3: Describe the BY JOHNNY woman in 3 words.

JOHNNY: Bold. Effortless. Magnetic.

Q4. What’s something the Fashion Industry gets wrong, that you try to do differently?

JOHNNY: Sometimes fashion moves so fast it forgets the woman at the centre of it. We’ve always tried to design with purpose, not just to release something new, but to create something she’ll actually live in, celebrate in and remember. That matters more to me than being first.

Q5. How has your eye evolved over 16 years?

 JOHNNY: It’s become more refined. I used to design with more noise, more texture, more colour - more of everything. Over time, I’ve learned to trust the power of restraint. The pieces I’m proudest of are often the most considered.

Q6. What do you want someone to feel when they wear BY JOHNNY?

 JOHNNY: Like they’ve arrived, effortlessly. There’s a quiet confidence that comes when something just fits right. I want them to feel bold, seen, and comfortable in their own skin.

Q7. What’s next?

 JOHNNY: We’re going back to what really matters. Strong design, thoughtful pieces, and staying true to the woman we dress. It’s about reconnecting with our roots and building from there.

Q8. What’s something people might not realise about running a fashion brand?

 JOHNNY: It’s creative, but it’s also deeply strategic. Every collection, every campaign, every fitting – it all shapes how someone experiences the brand. It’s never just about the garment; it’s about how it makes her feel.