Milla Jovovich for the masses


Life is not fair. And if you ever forget that, just take a look at Milla Jovovich and get a quick reminder.

Discovered for her striking looks at age 11, Jovovich embarked on a modeling career and has worn some of the world’s best-known designers. But here’s more of the unfairness: She’s actually becoming better known for her own fashion designs, rather than just the way she wears others’. Her clothes have even been seen on quite a few Hollywood trendsetters. Now, in a move that makes you think, “No, she can’t be beautiful and creative AND realistic and understand the budgets and shapes of most women — can she?” she has recently signed an agreement to design and produce a lower-price capsule line of clothes for Target stores. (Gosh, I’m hoping the red bullseye logo will not be on the back of each item. That would really limit how one accessorizes.)

Jovovich and business partner Carmen Hawk (also a model, also unfair) launched their small line of Jovovich-Hawk women’s clothing in 2005 after working on designs as a hobby since 2003. Since then, the vintage style and look have captured not only the spirits of those who can afford the $400 items, but also the interest of other designers and those who follow the ins-and-outs of the fashion world. When reviewing the spring 2007 collection, Vogue magazine wrote that Jovovich and Hawk have in a very short time established “the kind of girl-about-town cult status that most designers spend years trying to achieve … the label has the kind of superior in-crowd status that leaves regular, over-exposed It-girls far behind.” Now that’s a favorable review if I ever did read one. You can view Jovovich-Hawk’s entire line here.

Jovovich seems really excited about the opportunity to bring her look to the masses:

“Our Target line will have all our classic pieces: smock dresses, tunics, minis, all vintage-inspired, great prints. We took the things that sold the best for us but we’re doing it on a bigger scale. To be able to do it with a big company that can afford to do it for a good price so that real girls can afford it. That’s the reason we were interested.”

With a baby due in October, Resident Evil: Extinction scheduled to premiere next week (yep, she wears some of her own designs in the movie; when will the injustices end?) and the new Target line debuting in spring 2008, Jovovich clearly has many oars in the water. But somehow she keeps right on sailing along. Now that I think about it, maybe it’s not that she exemplifies that life is unfair. Maybe she exemplifies that life can be dang good if you just live it doing things you enjoy. OK, so it doesn’t hurt to look like this.

Oh, right. Now I remember why I started this whole thing off by mentioning life’s inequities.