Jovonna Loves: May 2014

LOOKING BACK THROUGH THE YEARS

------------------------------------------------------------------------------------------------------------

A great insight to journey of Jovonna London...

Jovonna is an independent, fresh and young brand that caters for the needs of all stylish girls about town. The electric range is inspired by the London fashion scene, but also has elements of trends from the catwalk worldwide. The collection emphasizes on taking it’s wearer from, day to night with ease.

Jovonna was created in 2007 in London, through its humble beginnings in Portobello and Spitafield’s markets. Topshop soon jumped at the chance to showcase its fresh young designs in store, and soon Jovonna was selling out of its fashion forward pieces left right and centre.

As the years have gone by, Jovonna has been finely tuned into a premium boutique label, focusing on high quality design, fit and style. The year 2014 has seen the merging of Jovonna and Jovonnista, and the introduction of Jovonna Premium, a line focusing on the best quality fabrics and fittings. Jovonna has naturally evolved into a sophisticated, feminine and stylish label altogether.

This Spring Jovonna re-branded itself, merging both Jovonnista and Jovonna together, and extended a new luxe line called Jovonna Premier, now available in exclusive boutique both on and offline.

Our head designer has a talent for taking seasonal trends and mixing them with our signature feminine look, as shown on looks here from Jovonnista AW13.

Our fast moving diffusion line, Jovonnista gave us the chance to respond to micro trends quickly, and produce flirty and colourful capsule collections as seen here in our early Spring 2013 campaign. Jovonnista merged with our main line Jovonna London in 2014.

For AW11 we enlisted Tifanny Pisani stars in our campaign, winner of Britain’s Next Top Model 2010. She brought a distinctive mature and edgy feel to the collection; whilst the rawness of the urban east London rooftops juxtaposed with the feminine designs.

Our ‘Youth Culture’ jacket and skirt have been one of the most in demand pieces of the SS14 season. Worn by Jade from Little Mix at their US album launch, it has also featured in several British magazines. Perfectly suited for the geo graphic print trend, and implementing the must have bomber jacket shape, this, ticking all the right boxes.

Our on trend pieces are regularly featured in editorials in weekly magazines in the UK. Our metallic Rami top and ever popular Youth Culture jacket are examples of some of our most recent coverage.

As well as being perfect for trend editorials, Jovonna is also regularly featured on celebrities in the press, seen here of Little Mix’s Jade Thirlwall.

Jovonna’s worldwide popularity means our designs are often featured in international publications. Shown above are Japanese magazines JJ and Figue, showcasing perfectly how global influences in our collections appeal to women across the world.

In 2014, our head designer collaborated with Japanese boutique label Brittany’s. The collection is a great dynamic, contrasted with sweetened versions of Jovonna’s designs, created in Brittany’s choice of quirky prints.

Celebrities love Jovonna – ever since our launch we have built up relationships and styled several prominent stars. Here pop superstar Rhianna wears our Elin jumper at the airport.

We pride ourselves on our special relationships with strong women in the public eye. Here are a few examples of Little Mix wearing Jovonna pieces.

The new breed of reality television starts has seen as explosion of interest in their style, shown here are Lauren Pope, Sam Faiers, Lydia Bright and Louise Thompson in Jovonna (the Only Way is Essex and Made in Chelsea).

Bloggers love to wear Jovonna! We love being featured on fashion and style blogs, and seeing our designs out there on real women. Shown here are Camile co, Anuoska PB and Lovely Pepa.