THIS CELEBRITY-LOVED BRAND IS MAKING BRIDAL SUSTAINABLE

By: Erica Commisso 

From dressing Camilla Cabello on tour to outfitting several celebrities during awards season and styling Nikki Glaser for her upcoming film “The Fifth Wheel,” Jovani is the long-standing brand that flies beneath the radar. The New York City-based company has a look for every glamorous occasion, from proms to weddings and everything in between. 

The natural progression for the brand, says its PR & Marketing Director Felicia Garay-Stanton, was to create a bridal collection that gives back to the earth. “Many of the fabrics in the collection are made from recycled plastic filaments, primarily derived from post-consumer plastic bottles. In some cases, the material content is up to 99% recycled plastic, which is transformed into high-quality fibers that can be woven into fabrics that look and feel just like traditional luxury textiles” she says. “We worked closely with a specialized fabric supplier who focuses on recycled and sustainable textiles. From there, our team spent months researching and sourcing materials that met both sustainability standards and the level of luxury our customers expect. It wasn’t just about finding recycled fabrics — it was about finding ones that still had the structure, shine, and durability needed for eveningwear and bridal gowns.” 

Credit: Jovani

The production for a sustainable collection, says design director Julie DuRocher, takes more time than traditional production. “Recycled fabrics can be more expensive and require careful sourcing, testing, and handling during production. Once we select the fabric, our design and production teams treat it the same way we would a couture material — through careful pattern making, precise construction, and detailed finishing,” she says, but she adds that it also allows for more innovation. “Recycled fabrics are now being developed even in structured textiles like satin mikado, which allows us to maintain the dramatic silhouettes that Jovani is known for.”

Jovani first began unveiling sustainable bridal pieces in 2024 as a complement to the traditional collection, and DuRocher says this was intentionally planned in order to show that sustainability and luxury can coexist. And the results have been positive–the brand is now looking to expand its sustainable bridal offerings. “Sustainability is not a trend — it’s the future of fashion,” she says. And Jovani’s expansion reflects that, unveiling pieces for more than just the bride herself. “We've already added pieces to our evening collection that work perfectly for bridal party and guest of wedding looks.” 

Credit: Jovani

But through it all, Garay-Stanton says Jovani remains committed to the integrity of the pieces, in every collection, that has made the brand a reliable name in the fashion industry for four decades. And that certainly applies to the sustainable pieces, too. “Quality is non-negotiable for us. Quite frankly, many of the recycled fabrics we work with hold the same quality and durability standards as traditional fabrics. Before anything goes into production, our team tests the materials extensively — from sewing and draping to steaming and finishing — to make sure they perform exactly the way a Jovani gown should,” she says. “If it doesn’t meet our standards in construction or appearance, we simply don’t use it. This attention to detail also makes these fabrics more ‘expensive’ than traditional fabrics.”

It’s all a part of the secret sauce that keeps Jovani beloved with brides and celebrities alike, with a dedication to customization and personalization that’s part of what makes the brand a staple down wedding aisles and on red carpets. “Our approach is to create gowns that feel special and memorable without necessarily screaming for attention,” DuRocher says. “For the Oscars for example, we've dressed some of the most stunning women that have graced the red carpet, but every style looks and feels as if it were meant for them personally. At this year's Oscars, we had the pleasure of dressing Good Morning America's Lara Spencer for four days worth of Oscar Red Carpet coverage and her final looks that were worn on Oscar's night reflected the Old Hollywood glamour of the night.”