Jovani Fashion, Ltd. is a fashion house focusing on the

prom A promenade dance, commonly called a prom, is a dance party for high school students. It may be offered in semi-formal black tie or informal suit for boys, and evening gowns for girls. This event is typically held near the end of the school yea ...

and evening wear sectors.

History and operations

Jovani Fashion was founded in 1980 by Jacob Maslavi and his sons, Abraham and

Saul Maslavi Saul Maslavi is a Persian American CEO, best known for his company Jovani Fashion. Biography Saul Maslavi was born on October 14, 1964 in Tehran, Iran to Feryal and Jacob Maslavi. He grew up in Tehran until he was eleven years old, after whi ...

.Jovani Fashion to Make Entry at Brooklyn Fashion Week
Beauty World News, September 14, 2012 The company initially started as a 10-person operation, designing and manufacturing 15 styles of

dresses A dress (also known as a frock or a gown) is a garment traditionally worn by women or girls consisting of a skirt with an attached bodice (or a matching bodice giving the effect of a one-piece garment). It consists of a top piece that covers ...

for specialty boutiques. In 1996, Jovani brought on American designer

Sherri Hill Sherri Hill (born 1949 in Minco, Oklahoma) is an American fashion designer and businesswoman whose specialty is formal evening wear. Early years Sherri Hill was born Sherri Branum, one of five siblings of James and Roberta Branum and was b ...

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.Julie DuRocher steals the show at Brooklyn Fashion Week
Fashion Avenue News Magazine, October 8, 2012. In 2014, Jovani creations were featured at

Mercedes-Benz Fashion Week Mercedes-Benz Fashion Week is a series of international fashion weeks sponsored by Mercedes-Benz, a brand of Daimler AG. Designers featured during Mercedes-Benz Fashion Weeks include notable designers such as Rosenthal Tee, Mary Katrantzou and David ...

in Russia. The 60 piece collection shown helped introduce the brand to the Russian market.JOVANI Fashion House new line - Modern dresses by MASLAVI
, Mercedes Benz Fashion Week Russia. Today, Jovani Fashion remains family owned and has grown to a 50-person company. Its website says it serves over 2,000 retailers worldwide.About Us
Jovani.com Its retailers include

Neiman Marcus Neiman Marcus Group, Inc. is an American integrated luxury retailer headquartered in Dallas, Texas, which owns Neiman Marcus, Bergdorf Goodman, Horchow, and Last Call. Since September 2021, NMG has been owned by a group of investment compani ...

.Neiman Marcus.com
retrieved August 13, 2014 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,Davis, Jennife
"The Voice: Is Danielle Bradbery's Fashion Inspiration Miranda Lambert?"
Instyle.com, Published June 18, 2013

Carrie Underwood Carrie Marie Underwood (born March 10, 1983) is an American singer. She rose to prominence after winning the fourth season of ''American Idol'' in 2005. Her single "Inside Your Heaven" made her the only country artist to debut atop the ''Bill ...

,Chan, Jennife
"Carrie Underwood's 12 CMA Awards Dresses: See Host's Best Costume Changes"
EOnline.com, Published November 2, 2012

Selena Gomez Selena Marie Gomez ( ; born July 22, 1992) is an American singer, actress and producer. Gomez began her acting career on the children's television series ''Barney & Friends'' (2002–2004). As a teenager, she rose to prominence for starring a ...

,Selena Gomez and Jovani
Coolspotters

Ariana Grande Ariana Grande-Butera ( ; born June 26, 1993) is an American singer, songwriter, and actress. Her four-octave vocal range has received critical acclaim, and her personal life has been the subject of widespread media attention. She has received ...

,Jovani 72719 Dress
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Taylor Swift Taylor Alison Swift (born December 13, 1989) is an American singer-songwriter. Her discography spans multiple genres, and her vivid songwriting—often inspired by her personal life—has received critical praise and wide media coverage. Bor ...

Look of the Day
, InStyle.com and Jewel,Jewel In Jovani – American Country Awards 2013
Red Carpet Fashion Awards. November 12, 2013 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 Miranda Leigh Lambert (born November 10, 1983) is an American country singer and guitarist. Born in Longview, Texas, she started out in early 2001 when she released her self-titled debut album independently. In 2003, she finished in third place o ...

were exhibited in The Country Music Hall of Fame in Nashville, Tennessee.Miranda Lambert: Backstage Access to Open May 16
country Music Hall of Fame News and Updates, April 23, 2014. The Jovani collections have had editorial exposure in publications such as WWDSardone, Antoni
"Holiday 2013 Trend: Frock On"
WWD, Published May 23, 2013 and have also been featured on prime-time television shows such as The Voice.NBC's The Voice, Season 5 (Tessanne Chin and Jacquie Lee) December 17, 2013; Season 6 (Christina Grimmie) May 19, 2014

Kim Kardashian Kimberly Noel Kardashian (formerly West; born October 21, 1980) is an American socialite, media personality, and businesswoman. She first gained media attention as a friend and stylist of Paris Hilton, but received wider notice after the sex ...

wore a Jovani dress in the January 2012 issue of Glamour magazine."Khloé, Kourtney and Kim Kardashian's Glamour Magazine Cover-Shoot Photo Gallery"
Glamour, Published January, 2012 In 2014, X Factor's

Fifth Harmony Fifth Harmony, often shortened to 5H, was an American girl group based in Miami, composed of Ally Brooke, Normani, Dinah Jane, Lauren Jauregui, and previously Camila Cabello until her departure from the group in December 2016. The group signe ...

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.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 In April 2015, Persian singer

Googoosh Faegheh Atashin ( fa, فائقه آتشین; born 5 May 1950), known professionally as Googoosh ( fa, گوگوش, ), is an Iranian singer and former actress. One of the most popular and prolific entertainers in Iran, her career has spanned over ...

wore a Jovani evening dress during her concert in Montreal Canada. Singer

Ciara Ciara Princess Wilson ( ; Harris; born October 25, 1985) is an American singer, songwriter, actress, model and entrepreneur. She released her debut studio album, '' Goodies'' in 2004, which spawned four singles: " Goodies" (featuring Petey Pa ...

wore a couture Jovani gown for her appearance at the Vanity Fair Oscar Party in 2017.Ciara's Oscars Afterparty Dress Will Immediately Remind You of Beyoncé
Popsugar, February 28, 2017 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 PROMOperation Prom
Retrieved August 13, 2014 to provide prom dresses to underprivileged high school students. Jovani also makes in kind donations to the Society of

Memorial Sloan-Kettering Cancer Center Memorial Sloan Kettering Cancer Center (MSK or MSKCC) is a cancer treatment and research institution in the borough of Manhattan in New York City, founded in 1884 as the New York Cancer Hospital. MSKCC is one of 52 National Cancer Institute– ...

, which are used at the annual Pediatric Prom.Corporate Giving
{{Webarchive, url=https://web.archive.org/web/20140808104319/http://mskcc.convio.net/site/PageServer?pagename=soc_support_corporate_giving , date=2014-08-08 , The Society of Memorial Sloan Kettering Cancer Center web site. 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.Jovani Makes Prom Dreams Come True for 2018
Retrieved December 22, 2017

References

External links

Jovani Profile on Mercedes-Benz Fashion Week Russia
Clothing companies based in New York City Clothing manufacturers Clothing brands of the United States