History
2003–2005
Jovovich-Hawk was established by Jovovich and Hawk in
2003. The two met over 13 years ago as young models.
Both women are adamant that the collections were for all
ages and sizes, at times using Jovovich's mother as a
size model. The collection was inspired by strong women,
with a feminine vintage edge. Jovovich explained to the
Taipei Times, "For us, it's about strong women or
making women feel strong."[4]
Jovovich and Hawk managed all aspects of the clothing
line from manufacturing to distribution. For one of
their first collections, the two had sewn the clothes
themselves and before 2005 did not hire others to sew
for them.[5]
The line's first collection, which amounted to eight
pieces, was impressive enough to catch the eye of John
Eshaya, women's creative director for Ron Herman at Fred
Segal. The pieces were sold exclusively at its stores;
the line almost instantly sold out. The line's second
season was equally, if not more successful, with Fred
Segal re-ordering its stock mid way through the season.
2006
For the 2006 spring collection, each piece had a name
that paid homage to art, literature or film. The dress
worn for the CS (California Style) photo shoot
was known as the "Carly", after
Carly Simon. There was also the "Vivian", a white
lace minidress inspired by illustrations of early 20th
century artist
Henry Darger, and a floral piece named "Sissy",
which Jovovich dubbed "a Carrie prom dress" after
Sissy Spacek's role in the horror film
Carrie.[6]
In April, Jovovich and Hawk launched the Jovovich-Hawk
clothing range at Harvey Nichols in
London. In November, the
Council of Fashion Designers of America (CFDA) and
US
Vogue nominated Jovovich-Hawk as for the CFDA/Vogue
Fashion Fund Award. The award was founded three years
ago and underwritten by Vogue,
Barneys New York,
Coach,
Juicy Couture,
Kellwood Co.,
Nordstrom and
Theory, with additional support from
Gucci. The winner would receive $200,000 as well as
a year of industry guidance and support. Jovovich-Hawk
was nominated as a finalist, with
Doo-Ri Chung taking the top prize.
[7]
2007–2008
In 2007, Jovovich-Hawk participated in
FashionWeekLive, a tour produced by IMG Fashion that
also included collections by
Anne Klein and
Badgley Mischka. Jovovich-Hawk also teamed together
with Mango to create a limited edition special
collection for Spring 2007.[8]
The Jovovich-Hawk for MNG collection would feature 10
dresses with a
'60s theme.
In Jovovich's film,
Resident Evil: Extinction, the costume she wore
is a Jovovich-Hawk design. The shorts Alice, her
character, wears are a variation on the "Alice Star"
Shorts from the Spring 2007 collection.[9]
For the Fall 2007 collection, titled Le Petit Mort, the
two drew inspiration from "everything from very classic
Irving Penn to a
Versailles whore in an alley in Paris."[10]
In August 2007, Jovovich-Hawk participated with other
designers to create a limited edition T-shirt for
"Fashion Gives Back",
Glamour's initiative to help benefit the "Malaria
No More" organization. For every T-shirt sold, "Malaria
No More" would donate bed nets to women in
Tanzania.[11][12]
In early September, Jovovich-Hawk participated in the
Mercedes-Benz
Fashion Week in
New York to showcase their Spring 2008 line.[13]
It was announced in late 2007 that Jovovich and Hawk
signed a deal to design a diffusion collection for
Target's
Go International campaigns, following in the
footsteps of
Luella,
Paul & Joe and
Proenza Schouler.[14]
In the winter of 2007, Jovovich and Hawk shot a TV
commercial for the collection in
Los Angeles which was then shown during the New York
Mercedes Benz Fall '08 Fashion Week in February 2008.[15]
The collection debuted on
March 2,
2008.
Jovovich-Hawk ceased operations as of mid-2008.[3]
References
External links
