Johanna Ortiz is a Colombian designer who has gained international recognition for her eponymous brand, which is known for its effortless, elegant, bohemian, and fun designs. With her latest collection, titled ‘Le Charme Discret de la Bohème’, Ortiz showcased her brand at Paris Fashion Week, representing her home country in the official fashion week calendar of the French capital.
Ortiz started her brand in Cali in 2003 with resort and beachwear before dressing Colombia’s first lady, television presenters, and local celebrities. Her Latin American style quickly garnered attention, and in 2014, luxury retailer Moda Operandi selected her brand’s garments to be part of its online assortment, making her international debut. Since then, the brand has had a meteoric rise, and 95% of its production is exported to the United States and the United Kingdom, with online sales accounting for over 60% of its turnover.
The success of her glamorous, handcrafted pieces featuring unique prints has been phenomenal, with her recognisable garments positioned in the premium segment, ranging from $495 for tops to $3,250 for dresses. Ortiz’s efforts to preserve local craftsmanship and the local community have led her to employ 440 artisans, 78% of whom are women. Her commitment to sustainability has led her to open two stores of her own in Colombia, expand into Europe by participating in Paris Fashion Week, and collaborate with H&M to venture into the affordable fashion segment, becoming the first Latin American brand to do so.
Ortiz’s brand has become an ambassador for Colombian and Latin American fashion, breaking established patterns and making known different designs that have been less known until now. Her future plans include opening two physical stores in New York and expanding into Europe further. As Ortiz says, “Fashion has to be fun. Our job is to celebrate life and women.”
