Jovonna London: winter coats, trenches and knitwear from an indie label

Shopping at Jovonna London? See all current Jovonna London discount codes and deals, checked regularly.

Jovonna London is an independent womenswear label that has been going since 2007 and is still family owned and run. Its creative director, Jojo, designs every piece in her Battersea studio, and the look is classic shapes with a modern edge: tailored coats, swingy capes, chunky knits and trench coats in camel, cream and khaki.

It suits women who want outerwear and knitwear that will last several winters rather than a single season, and who'd rather buy from a small London label than a big chain. The brand uses wool, linen and cotton where it can, turns leftover fabric into accessories, and supports Smart Works, the charity that helps women prepare for job interviews.

You can shop online in pounds, or visit one of its four London shops in Marylebone, Notting Hill, Portobello Road and Shoreditch.

What's worth a look

These six pieces from the best sellers and sale show the range well.

Coats are where Jovonna shines. The Alken coat is one of its best sellers at £189, while the Moda coat in taupe was down to £149 from £215 when we looked. If you prefer something lighter for layering, the Tovallo trench comes in beige or khaki at £117.

For knitwear, the Brighton jumper is a best seller in several colours, from £65 to £70 depending on the shade. The Amour cape and the Sienna coat, which comes with a matching scarf, are good choices if you want something a little more dramatic for winter.

Sizing is worth checking before you order, because many of the coats and knits have a loose or oversized cut. The Alken coat, for example, is a 50% wool blend with a draping panel you can wear as a scarf, and the Brighton jumper is an oversized knit with slash detailing and bow ties. The size charts page on the site lists the measurements for each size.

Current offers

We don't have any Jovonna London offers from the affiliate feed yet. On its own site, the Seasonal Sale has reductions on coats, jackets, shirts and blouses: the Lady Jacket was £55 (was £150) and the Kim Blouse £45 (was £85) when we checked. UK delivery is free on orders over £100, and £3.95 otherwise.

How to save more

• Aim for £100 in your basket to get free DPD delivery; one coat will often get you there on its own.
• Look in the sale before paying full price, but check whether a piece is marked Final Sale, because those can't be returned.
• Online returns cost £4, taken from your refund, so if you live in or visit London, try things on in one of the shops first.

Products, prices and offers checked on the store's own website on 23 Oct 2026. Prices and stock can change.

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