A Family Legacy Born in New York’s Garment District
In 1983, Jacob Maslavi founded Jovani Fashions in the heart of New York City’s garment district with a simple vision: make every woman feel like the best version of herself. What started as a 10-person operation designing 15 dress styles for specialty boutiques has grown into an internationally recognized brand available in over 2,000 stores worldwide, including Neiman Marcus and Harrods.
Today, Jacob’s sons Saul and Abraham Maslavi lead the company as President/CEO and Co-Owner respectively, maintaining their father’s founding commitment to quality and accessibility. Jovani gowns are now carried by specialty retailers across the United States and internationally.
“We don’t make dresses for one type of woman; we make them for every woman.”
, Julie DuRocher, Design Director, Jovani Fashions
The Creative Vision Behind Every Gown
Since 2007, Julie DuRocher has served as Jovani’s Design Director, bringing nearly 40 years of evening wear design experience to the brand. A French-Canadian designer who began creating evening wear straight out of college in 1984, Julie’s designs have graced runways from Brooklyn Fashion Week to New York Fashion Week.
In September 2023, Jovani celebrated its 40th anniversary with its New York Fashion Week debut at The Glasshouse, unveiling the brand’s first ready-to-wear and couture collections. The runway show featured VIP models including Haley Kalil, Camille Kostek, and Jen Selter, with Real Housewives stars Luann de Lesseps, Rachel Fuda, and Sutton Stracke in the front row.
2026 Collection Highlights
Jovani’s newest collection includes over 1,000 designs across three tiers:
The couture tier, shown in the luxury prom dresses range, carries statement pieces featuring 3D floral appliqués, vintage European laces, and hours of hand-beading
The core collection covers bold silhouettes and current colors
The prom dresses under $500 brings designer construction to a lower price band
“Everyone told us it was impossible. You can’t do hand-sewn details at that price. You can’t use quality fabrics. You have to cut corners somewhere. We just decided we wouldn’t.”
, Julie DuRocher, Design Director
What Sets Jovani Apart
Sizes run from 00 to 24 across all collections, and the plus size prom dresses carry the same styles with no upcharge for extended sizes. As Abraham Maslavi notes: “We don’t limit the styles for our plus size collection, and if you love one of our dresses, you can have it in your size.”
The fabrications are distinctive, including stretch crepe, scuba, lace, embroideries, sequins, and intricately beaded designs featuring 3D floral appliqués sculpted by hand.
In April 2024, Jovani debuted its first sustainable bridal collection at the Empire State Building during New York Fashion Week Bridal, featuring gowns made from fabrics crafted from ocean-bound plastics.
Worn by Icons: Jovani on the Red Carpet
Jovani designs have been worn by some of the biggest names in entertainment:
Taylor Swift wore Jovani during her Fearless Tour in 2010
Miranda Lambert’s Jovani dresses were exhibited at The Country Music Hall of Fame in Nashville in 2014
Kim Kardashian wore a Jovani dress for the January 2012 issue of Glamour magazine
Ciara chose a couture Jovani gown for the Vanity Fair Oscar Party in 2017
Other celebrities include Carrie Underwood, Selena Gomez, Ariana Grande, and Jewel
In 2014, Fifth Harmony was chosen to front Jovani’s prom campaign, even performing at one winner’s prom as part of a nationwide contest. The brand has also been featured on prime-time television shows including The Voice.
Official Fashion Partner: Miss America & Miss USA
Jovani’s reputation for red-carpet-ready designs led to official partnerships with America’s most prestigious pageants.
In December 2023, Miss America announced Jovani as its official fashion partner, providing dresses for the opening number and supporting the “Go Red for Women” American Heart Association campaign.
“We are thrilled to welcome Jovani into the Miss America family as our official fashion partner. Their dedication to quality and trendsetting designs will beautifully showcase the young women of Miss America and Miss America’s Teen on stage.”
, Robin Fleming, CEO, Miss America
Jovani also serves as the official fashion sponsor for the Miss USA Organization, providing evening gowns and wardrobe support to state titleholders competing at the national level. Each state winner receives a $2,500 credit toward their official evening gown when purchased through an authorized Jovani retailer.
Giving Back: Jovani’s Charitable Initiatives
Jovani has donated over $300,000 in dresses to Operation PROM and other charitable organizations.
In 2017, Jovani donated enough prom dresses for every high school girl to choose her own gown across all eight public high schools in Yonkers, New York,the largest school district in the state.
The company also makes in-kind donations to the Society of Memorial Sloan-Kettering Cancer Center for their annual Pediatric Prom, ensuring that young cancer patients can experience their own special night.
Where to Find Authentic Jovani Prom Dresses
Authentic Jovani prom dresses are available exclusively through authorized retailers. With over 2,000 stores worldwide,including Neiman Marcus, Saks Fifth Avenue, and specialty boutiques,finding your perfect dress is easier than ever.
Jovani also operates a flagship store in Los Angeles on Robertson Boulevard in West Hollywood. Visit an authorized Jovani retailer in your area.
Shopping Tips:
Shop 4-6 months before prom for the best selection
Use Jovani’s size charts available on each product page
Verify you’re purchasing from an authorized dealer to ensure authenticity
Jovani dresses generally run true to size, but fabric and style can influence fit
Questions About Jovani
How much do Jovani prom dresses cost?
Jovani prom dresses range from under $500 to $3,000+ for couture pieces, depending on style, embellishments, and fabrication. The 2026 collection introduces an accessible tier under $500 without compromising on quality.
When was Jovani founded?
Jovani was founded in 1983 by Jacob Maslavi in New York City’s garment district. The company is now led by his sons, Saul and Abraham Maslavi.
Who designs Jovani dresses?
Julie DuRocher has served as Jovani’s Design Director since 2007. She brings nearly 40 years of evening wear design experience, having started designing in 1984.
Does Jovani offer plus sizes?
Yes, Jovani offers sizes 00-24 across all collections with no upcharge for extended sizes. All styles are available in the full size range.
What makes Jovani a leading prom dress designer?
Founded in 1983, Jovani is the official fashion partner for both Miss America and Miss USA. The brand is available in over 2,000 stores worldwide including Neiman Marcus and Harrods, with designs worn by celebrities including Taylor Swift, Miranda Lambert, and Carrie Underwood.
Find Your Perfect Jovani Prom Dress
Browse the complete prom dresses or visit an authorized retailer to experience the quality and craftsmanship that has made Jovani a trusted name in prom fashion for over 40 years.
Jovani Fashions | Est. 1983 | New York City
