17 August 2008
"Joanna's delicate, delightful silk and cotton underwear draws adoring 'oohs' and 'aahs'. She set up Luva Huva in 2005, having become frustrated at being unable to find special, one-off knickers. With a degree in textiles from the Surrey Institute of Art and Design and a love of beautiful designs, she came across some vintage floral fabric one day at a market and realised it would make great lingerie. She started selling her designs to friends and then set up shop at festivals and markets around her home county of Suffolk. 'I use a variety of end-of-line, remnant or offcut pieces of silk, satin and cotton that would otherwise go to waste, and every garment is handmade in the UK', Joanna enthuses. She sells to boutiques as far as Los Angeles, New-York and Luxembourg. The next collection will include eco-friendly fabrics such as 'bamboo and soy, which are breathable, recyclable and feel so good next to the skin.'"