London-based independent label known for versatile, feminine designs that blend classic silhouettes with modern tailoring and embellishment.
ORIGIN
United Kingdom
PRICE TIER
contemporary
Launched in 2007 by founder and creative director Jojo, Jovonna London is an independent fashion label born from the city's dynamic style scene. Inspired by her mother and grandmother who were both dressmakers, Jojo built the brand with a focus on high-quality fabrics, cut, and construction. The collections offer transitional wardrobes for cosmopolitan women, with versatile pieces designed to go from day to night. Its aesthetic is often described as “new romance meets city chic,” fusing timeless silhouettes with contemporary tailoring and feminine details like ornate pearl embellishments, oversized frill collars, and signature boucle trims.