12 Jovani Dresses That Prove Why the Brand Is Viral on TikTok
Megan Thee Stallion memorably took on the role of beauty queen in a long, mermaid style Jovani dress during her "Saturday Night Live" performance of "Anxiety." Selected with her stylist, Image Architect Law Roach, the outfit was intended to symbolize the classic pageant look, and Roach knew there was no better label to work with on the design. In fact, Megan's Jovani dress featured the glamorous design flourishes that the evening wear brand is known for.
Jacob Maslavi founded the company in 1980, eventually passing the reins to his sons, Saul and Abraham. Ever since, the New York-based retailer — stocked across 2,000 stores worldwide — has become a mainstay for formalwear. Its so popular, in fact, the company created an affordable subsidiary line, JVN, with most gowns maxing out at $500. And the original brand expanded even further into the bridal market with couture-level designs that cost up to $10,000.
Jovani is recognized as one of the largest prom retailers worldwide by sites like Prom Girl and Madame Bridal, and it's ranked among the top manufacturers in the sequin dress market, according to Digital Journal's 2022 report. On TikTok, Jovani boasts more followers than the most "viral" brands among Gen-Z, clocking in at about 198K at the time of publishing.
Though shoppers aren't able to purchase dresses directly on jovani.com, they can sort through an expansive range of silhouettes to find the look they desire.
Ahead, take a look at Jovani's TikTok content, then shop some of our favorite styles available now.
Jovani on TikTok
Jovani Floral Embellished Off-The-Shoulder Gown
Featuring crystals, floral appliqués, and pearls, this Jovani embellished off-the-shoulder dress ($2,048) is reminiscent of a magical garden, and calls for minimal accessorizing.
Jovani Sequin Mock-Neck Feather-Trim Minidress
If you're searching for a New Year's Eve-friendly outfit, the Jovani sequin mock neck feather trim minidress ($650) makes for a memorable, moody option.