Jovovich–Hawk
| Company type | Private |
|---|---|
| Industry | Fashion |
| Founded | 2003 |
| Founder | Milla Jovovich, Carmen Hawk |
| Defunct | September 2008 |
| Headquarters | Los Angeles , United States |
Area served | Worldwide |
Key people | Milla Jovovich, Carmen Hawk |
| Products | Apparel, fashion collections |
Jovovich–Hawk was a fashion label established in 2003 by models Milla Jovovich and Carmen Hawk, with its base of operations in Los Angeles. The brand's apparel was available worldwide, including prominent retailers such as Fred Segal in Los Angeles, Harvey Nichols, and over fifty international outlets. Lauded by Vogue for securing a "girl-about-town cult status," the company reported annual revenues reaching $210 million.
In September 2008, Jovovich announced the discontinuation of the brand's activities.
2003–2005
The inception of Jovovich–Hawk came from the partnership between Jovovich and Hawk, who had originally met more than ten years earlier during their modeling careers. Their approach centered on inclusivity, designing collections that catered to women of various ages and sizes, drawing inspiration from empowered women and a vintage feminine style. Jovovich highlighted the brand’s mission to inspire and empower women through their designs. Initially, the founders took charge of manufacturing and distribution themselves, personally crafting early pieces before scaling up production.
Their first collection, consisting of eight items, caught the attention of John Eshaya, women's creative director at Ron Herman for Fred Segal, resulting in an exclusive retail agreement that quickly sold out. The following season saw heightened demand with Fred Segal placing additional orders midway through the season.
2006
The spring 2006 collection featured garments named after icons from art, literature, and film, including the "Carly" dress (inspired by Carly Simon), the "Vivian" lace minidress (named after artist Henry Darger), and the floral "Sissy," referencing Sissy Spacek’s character in Carrie.
In April, Jovovich and Hawk introduced their line at Harvey Nichols in London. By November, the brand was shortlisted as a finalist for the CFDA/Vogue Fashion Fund Award—an accolade offering $200,000 plus industry mentorship to emerging designers. Although they did not win, this recognition significantly enhanced their industry standing.
2007–2008
During 2007, Jovovich–Hawk broadened their international presence by participating in FashionWeekLive alongside established names such as Anne Klein and Badgley Mischka. They also partnered with Mango to release a limited-edition Spring 2007 collection inspired by 1960s fashion.
Jovovich–Hawk’s designs were featured in the film Resident Evil: Extinction, illustrating cross-promotional potential. Their Fall 2007 collection, titled Le Petit Mort, took cues from classic photography and Parisian style, reinforcing their unique creative vision.
The brand engaged in charitable efforts through Glamour’s "Fashion Gives Back" campaign by producing limited-edition T-shirts supporting Malaria No More. In September 2007, they presented their Spring 2008 collection at Mercedes-Benz Fashion Week in New York City.
A key commercial achievement came with signing an agreement to create a diffusion line for Target’s Go International initiative in late 2007. Following other renowned designers, Jovovich–Hawk launched this collection on March 2, 2008, accompanied by a television advertisement aired during New York Fashion Week—boosting brand awareness and revenue opportunities.
Termination of operations
Jovovich–Hawk discontinued its activities in the middle of 2008, primarily due to the escalating commitments of founders Milla Jovovich and Carmen Hawk, alongside difficulties encountered in managing the expansion of their enterprise. Jovovich highlighted that transitioning from internal manufacturing to external suppliers led to considerable production complications. Lacking a robust business framework and coming from artistic backgrounds, they faced challenges with operational aspects such as logistics, including shipping and tax management. Their concluding public release was a collection created for Target, representing a deliberate withdrawal while maintaining a strong market presence. Jovovich has indicated a desire to engage in more modest design projects moving forward.