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." 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.
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.
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.
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. 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.
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. In early September, Jovovich-Hawk
participated in the Mercedes-Benz
Fashion Week in
New York to
showcase their Spring 2008 line.
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. 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. The collection debuted on
March
2, 2008.
Jovovich-Hawk ceased operations as of mid-2008.