Jovani Fashions

Jovani Fashions, Ltd. is an American fashion house that specializes in formal evening wear, bridal, and ready-to-wear clothing for women.

Company History

Jovani Fashions was founded in 1983 by Jacob Maslavi and his sons, Abraham and Saul Maslavi.[1] The company initially started as a 10-person operation, designing and manufacturing 15 styles of dresses for specialty boutiques.

In 1996, Jovani brought on American designer Sherri Hill to assist in the expansion of their prom and pageant market; the designer remained with the fashion house for the next 12 years. Over the years, the company has increased the number of designs produced to over 600, distributed to retailers both domestic and international. Today, Jovani Fashions remains family owned and has grown to a 50-person company. Its web site says it serves over 2,000 retailers worldwide.[2] Its retailers include Neiman Marcus.[3]

As Jovani's head designer, Julie DuRocher attracted attention within the fashion world for her runway show held at the 2012 Brooklyn Fashion Week.[4]

In 2014, Jovani creations were featured at Mercedes-Benz Fashion Week in Russia. The 60 piece collection shown there helped introduce the brand to the Russian market.[5]

Celebrity and Editorial Appearances

Celebrities including Miranda Lambert,[6] Carrie Underwood,[7] Selena Gomez,[8] Ariana Grande,[9] Taylor Swift[10] and Jewel,[11] have all worn Jovani’s signature pieces for various red carpet, charity, and social events. In 2014, dresses worn by Country music star Miranda Lambert were exhibited in The Country Music Hall of Fame in Nashville, Tennessee.[12]

The Jovani collection has also had editorial exposure in such major publications as WWD[13] and has also been featured on prime-time television shows such as The Voice.[14]

In 2014, XFactor’s Fifth Harmony was chosen as the celebrity face for the brand’s 2014 campaign. The powerhouse group agreed to represent the Jovani 2014 prom line. They also agreed to participate in a content in which the group would perform at the winner's prom.[15]

In April 2015 Persian Diva Googoosh wore Jovani evening dress in her concert in Montreal Canada.[16]

Charity

In 2013, Jovani partnered with the non-profit organization Operation PROM[17] to provide prom dresses to underprivileged high school students.

Jovani also makes in kind donations to the Society of Memorial Sloan-Kettering Cancer Center, which are used at the annual Pediatric Prom.[18]

References

  1. ↑ Jovani Fashion to Make Entry at Brooklyn Fashion Week, Beauty World News, September 14, 2012
  2. ↑ About Us, Jovani.com
  3. ↑ Neiman Marcus.com, retrieved August 13, 2014
  4. ↑ Julie DuRocher steals the show at Brooklyn Fashion Week, Fashion Avenue News Magazine, October 8, 2012.
  5. ↑ JOVANI Fashion House new line - Modern dresses by MASLAVI, Mercedes Benz Fashion Week Russia.
  6. ↑ Davis, Jennifer "The Voice: Is Danielle Bradbery’s Fashion Inspiration Miranda Lambert?", Instyle.com, Published June 18, 2013
  7. ↑ Chan, Jennifer "Carrie Underwood’s 12 CMA Awards Dresses: See Host’s Best Costume Changes", EOnline.com, Published November 2, 2012
  8. ↑ Selena Gomez and Jovani, Coolspotters
  9. ↑ Jovani 72719 Dress
  10. ↑ Look of the Day, InStyle.com
  11. ↑ Jewel In Jovani – American Country Awards 2013, Red Carpet Fashion Awards. November 12, 2013
  12. ↑ Miranda Lambert: Backstage Access to Open May 16, Country Music Hall of Fame News and Updates, April 23, 2014.
  13. ↑ Sardone, Antonia "Holiday 2013 Trend: Frock On", WWD, Published May 23, 2013
  14. ↑ NBC’s The Voice, Season 5 (Tessanne Chin and Jacquie Lee) December 17, 2013; Season 6 (Christina Grimmie) May 19, 2014
  15. ↑ Fifth Harmony are the New Faces of Jovani Prom 2014, Dress Brand Offers Contest to Have Girl Group Perform at YOUR Dance, Fashion & Style/the Eye, January 3, 2014
  16. ↑
  17. ↑ Operation Prom, Retrieved August 13, 2014
  18. ↑ Corporate Giving, The Society of Memorial Sloan Kettering Cancer Center web site.

    External links