Sleek and chic, the Giovanna is a form-fitting mermaid gown illuminated with shimmering sequins. A subtle sweetheart neckline completes the look. Sleek and chic, the Giovanna is a form-fitting mermaid gown illuminated with shimmering sequins. A subtle sweetheart neckline completes the look. Founded in Los Angeles in 2011, Dress the Population is known for its fresh take on evening styles. With the goal of making quality design accessible and affordable, the company offers fashion-forward pieces that make any occasion one to remember.