Jovani Fashion

Jovani Fashion, Ltd. is a fashion house focusing on the prom and evening wear sectors.

Jovani Fashion Headquarters
"Jovani" redirects here. For the Spanish novelist, see Sebastià Jovani.
Jovani Fashion
IndustryFashion
Founded1980
FounderJacob Maslavi
Headquarters1370 Broadway New York, NY 10018
Key people
Saul Maslavi, CEO Abraham Maslavi, CFO
Productsclothing, textiles, dresses
Websitewww.jovani.com

History and operations

Jovani Fashion was founded in 1980 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.

In 2007, Julie DuRocher was named as the new head designer for Jovani. DuRocher presented a 14-piece Jovani couture collection at a runway show held at the 2012 Brooklyn Fashion Week.[2]

In 2014, Jovani creations were featured at Mercedes-Benz Fashion Week in Russia. The 60 piece collection shown helped introduce the brand to the Russian market.[3]

Today, Jovani Fashion remains family owned and has grown to a 50-person company. Its website says it serves over 2,000 retailers worldwide.[4] Its retailers include Neiman Marcus.[5]

The company produces over 600 new designs annually. Jovani has expanded to include bridal, homecoming, cocktail and evening dress collections, as well as a custom couture line.

On February 18, 2016, JVN by Jovani, a partner company to Jovani, was launched by Saul Maslavi.

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, Jovani dresses worn by country music star Miranda Lambert were exhibited in The Country Music Hall of Fame in Nashville, Tennessee.[12]

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

Kim Kardashian wore a Jovani dress in the January 2012 issue of Glamour magazine.[15]

In 2014, X Factor's Fifth Harmony was chosen to front the brand's 2014 campaign. The powerhouse group agreed to represent the Jovani 2014 prom line. They also participated in a contest in which the group performed at the winner's prom.[16]

In April 2015, Persian singer Googoosh wore a Jovani evening dress during her concert in Montreal Canada.[17]

Singer Ciara wore a couture Jovani gown for her appearance at the Vanity Fair Oscar Party in 2017.[18]

On June 13, 2019, Real Housewife of New York, Luann De Lesseps, released a music track "Feelin' Jovani".

Charity

In 2013, Jovani partnered with the non-profit organisation Operation PROM[19] 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.[20]

In 2017, Jovani donated enough prom dresses for every high school girl to choose her own prom dress in the Yonkers school district in NY.[21]

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References
  1. Jovani Fashion to Make Entry at Brooklyn Fashion Week, Beauty World News, September 14, 2012
  2. Julie DuRocher steals the show at Brooklyn Fashion Week, Fashion Avenue News Magazine, October 8, 2012.
  3. JOVANI Fashion House new line - Modern dresses by MASLAVI Archived 2014-11-07 at the Wayback Machine, Mercedes Benz Fashion Week Russia.
  4. About Us, Jovani.com
  5. Neiman Marcus.com, retrieved August 13, 2014
  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 Archived 2014-11-07 at the Wayback Machine, 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. "Khloé, Kourtney and Kim Kardashian's Glamour Magazine Cover-Shoot Photo Gallery", Glamour, Published January, 2012
  16. 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
  18. Ciara's Oscars Afterparty Dress Will Immediately Remind You of Beyoncé, Popsugar, February 28, 2017
  19. Operation Prom, Retrieved August 13, 2014
  20. Corporate Giving Archived 2014-08-08 at the Wayback Machine, The Society of Memorial Sloan Kettering Cancer Center web site.
  21. Jovani Makes Prom Dreams Come True for 2018, Retrieved December 22, 2017
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