After opening her first boutique in New York in 2024, followed by a second in Miami in 2025, Colombian-born designer Johanna Ortiz has just arrived in Los Angeles, where she is presenting her collections via her pop-up caravan at The Grove shopping center. It’s a way to connect with her Californian clientele and strengthen her presence in her first international market. FashionNetwork talked to Ortiz about her new pop-up store and her brand development strategy.

FashionNetwork: You’re arriving in Los Angeles with your pop-up caravan. Why did you choose this pop-up format? 

Johanna Ortiz : The JO Caravan is a nomadic boutique that travels, carrying with it the spirit of Colombia: festive, effortless, and true to its roots. It is a seasonal store paired with a new immersive, traveling, and experiential concept. It introduces a unique nomadic experience that embodies the brand’s adventurous spirit and dedication to artisanal traditions. Inspired by the itinerant lifestyle, this traveling boutique captures the essence of exploration, moving through selected destinations with curated pieces that show the Johanna Ortiz lifestyle.

FNW: How’s your road trip going?
 
J.O.: The road trip has been beautiful so far: San Antonio, Comporta, St. Tropez, the Hamptons, Cartagena, and now California. We’ve been strengthening our direct-to-consumer presence, increasing brand awareness, and raising sales with this format that allows us to be present in prime locations in cities where I know my clients are. 
 
FNW: What’s your relationship and connection with the city of Los Angeles?
 
J.O.: Los Angeles has always felt vibrant, diverse, and forward-looking. There’s a free-spirited, festive, creative energy in the city that resonates deeply with our brand’s effortless elegance and joy. It’s a place where our universe naturally finds a home. I would love to continue building and strengthening my community on the West Coast 
 
FNW: Your brand is already present in New York and Miami stores. Is this pop-up a test for a future store in Los Angeles?
 
J.O.: We have our flagship store on Madison Avenue and our boutique in Bal Harbour and are looking forward to opening more permanent spaces in the U.S. For us, the JO Caravan is more about connection; it’s about meeting our JO women where they are and inviting them into our world. That said, Los Angeles is a city we love and where we have a strong clientele; if the right opportunity comes along, who knows.
 

FNW: Your brand seems to naturally fit the Californian style. What feedback have you received from Californian clients?
 
J.O.: The joy and allure of our pieces connect seamlessly with the Californian lifestyle—full of color, ease, and bold femininity.  The feedback has been gratifying: clients connect not only with the pieces but also with the social purpose, impact, and story behind the brand.
 
FNW: What international strategy do you want to pursue? Are the American and Colombian markets still your priorities?
 
J.O. : Our international strategy is to continue growing steadily and sustainably. We have achieved remarkable results while staying true to our purpose and deepening connections with our global clientele. Colombia is our birthplace, and we will always remain connected to our roots and committed to fostering local capacity and development. The U.S. was the first international market to open its doors to us; it is our main market and home to our flagship store on Madison Avenue in New York. We still have much to achieve and expand in America, and we are also strengthening our presence in the European market.
 
FNW: Other Latin American brands are making interesting inroads into the U.S. market, such as Farm Rio and Gabriela Hearst. Is this inspiring for you? 
 
J.O.: It’s energizing to see Latin American voices taking the stage and shaping fashion globally. There’s a new openness and curiosity toward our culture that motivates me, because Latin America has so much to offer. Each brand carries its own story and authenticity, and together we showcase the richness of Latin creativity.
 
FNW: A few years ago, you founded La Escuela, which supports women from local communities in Colombia, among others. How does this program work today? 
 
J.O.: I founded The Escuela Johanna Ortiz in 2016 to offer transformative training programs. Its primary goal is cultivating advanced seamstress and high-end embroidery skills and fostering local expertise in haute couture and JO signature techniques. Beyond technical proficiency, the program instills life skills and comprehensive training with a gender focused approach for vulnerable women. It also provides essential psychosocial support, empowering participants to enhance their quality of life. To date, 430 individuals have benefited, 97% of whom are women, and 66% joined the JO team after completion.

 
FNW: Can we still say that your company is producing 90% of its collections in Colombia?
 
J.O.: At the heart of our brand is our atelier in Cali, Colombia, a space where craftsmanship, creativity, and purpose come together. Over 90% of our production is crafted in-house through a vertically integrated model, and we take full accountability for the conditions under which each piece is produced. With a team of over 460 employees who receive competitive wages, training, education, and housing programs, we are committed to ethical, local manufacturing and assume responsibility for every step of the process.
 
FNW: You recently launched an interior design line alongside your fashion collections. What was your vision for this?
 
J.O.: I’ve always believed Johanna Ortiz is more than fashion; it’s a lifestyle. What we live inside our homes inspires me as much as what we experience outside. I love setting the table, entertaining, and creating spaces that make people feel welcome. If I weren’t a fashion designer, I would be an interior designer, so JO Casa felt like a natural extension. The vision was to bring the same spirit that defines our collections—joy, nature, heritage, and craftsmanship—into the home. More than decoration, it’s about creating spaces that transform everyday rituals into unforgettable moments, with objects made in collaboration with Colombian artisans who craft art. 
 
FNW : What are your other development goals for the future?
 
J.O.: We have several projects that I’m truly excited about. I’ve always loved sharing with the world the unique Latin American style that defines JO, its culture, textures, prints, colors, exuberant biodiversity, traditions, the strength of artisanal craftsmanship, and our joie de vivre. Our goal is to share the Latin lifestyle with more people in new ways, while continuing to grow and nurture our community.