Our creative philosophy reflects a view of femininity that is not a mere aestheticreworking, but a deeper, closer exploration of the strength, the personality and theunique and instinctive beauty of every woman.We work passionately to produce contemporary, intriguing creations inspiredby a glam style and a quintessentially Italian boldness that calls on women to mixand add their personal touch to our pieces, to freely and seductively express theirpersonality and physicality. A clear, distinctive style supported by our research, wherethe selection of the best material is combined with a painstaking, careful attention todetails to produce functional, high quality products that can be worn for any occasion.The design and production of each item are ensured by a co-ordinated, dynamicand ambitious team looking at the future with determination, intuition and,above all, the wish to convey the natural taste for beautiful things.Inspired by a pragmatic, matter-of-fact business vision, our project is deeply rootedin the expertise of Carpi and Italy: a legacy of experience and taste that, season afterseason, is updated by unusual pieces and accessories to charmingly, powerfullycelebrate women’s empowerment. These are our values, and they are irreplaceable:both the symbol and the purpose of our efforts
Liu Jo celebrates its Italian origins, as well as its present and future achievements, by sending out a brandnew message of joy, pride and positivity that revolves around the letter J and the keywords Jo, Jeans, Joy. The new SS21 campaign, shot once again by Mert & Marcus, tells about the centrality of the #JFactor, giving pride of place to jeans, the brand’s iconic piece that has always embodied Liu Jo’s multidimensional, dynamic and glamorous style. The FW21 #Viviamo! campaign is a paean to life and a call to take back the beauty of the moment. At the centre, the faces of four international models, portrayed by Charlotte Wales’s lens in unique, unrepeatable, genuinely free and cheerful moments. At the same time, the brand’s commitment to sustainability grows with the launch of new Better pieces and the choice to improve the sustainability of one of the brand’s key categories, i.e. accessories, through the addition of certified recycled materials and reducing the use of resources in the manufacturing process. The “Recycle your denim” project, whereby customers can recycle their old denim pieces in a Liu Jo store, kickstarts a virtuous, sustainable cycle.
In the year of its 25th birthday, Liu Jo unveils two new advertising campaigns inspired by glamour and a contemporary vibe. #Bornin1995 sees top model Kendall Jenner spread a powerful message of identity that reflects the brand’s talent for understanding the latest aspirations and trends and weaving a stronger connection with the free, instinctive spirit of the young women of today. Young women become the stars of the #borninitaly campaign, entrusted to Giampaolo 10 Sgura’s camera and focussed on the beauty and authenticity of being Italian in a dynamic, straightforward digital storytelling that combines femininity and self-confidence through the lens of the Italian Way. In 2020, to handle a dramatically changed global scenario, Liu Jo stakes everything on digital innovation with an ‘always on’ communication strategy that further strengthens its bond with its consumer and business buyers, even remotely, partly through two substantial investments such as the launch of the new CRM and a virtual showroom to showcase and tell about the collections, in new, digital, contemporary ways.
For Liu Jo, beauty is born of women’s personality and their freedom to express themselves through what they wear. This is the message at the centre of the #Glamourizing campaigns (2018 and 2019), where top model Anna Ewers is portrayed by artists Mert&Marcus as a free, independent spirit, the perfect embodiment of the sexy, contemporary character and style of the Liu Jo woman. Aware it needs to strategically work on the online world, in 2018 the brand creates Digital Boite, a digital business venture that pursues technological innovation and a customised approach. Liu Jo becomes the main sponsor of the Bologna football club for the 2018-2019 and 2019- 2020 championships, a partnership that is testament to the brand’s deep bond with the local community. The Liu Jo menswear collection is worn by the team and by the club, not just the official uniforms but a selection of more informal pieces designed for leisure as well. 2019 sees the brand starring in a fashion show in the prestigious setting of Teatro Vetra in Milan; the brand’s growth in the premium market is relentless. With the takeover of Blufin, which the Blumarine brand is part of, Eccellenze Italiane is the holding set up to bring together Italy’s most prominent companies and to effectively catapult them into international competition. It is in these years that the brand starts its green journey, with the launch of the #BetterTogether manifesto, an effective pledge to make a difference together, while increasing the eco-friendliness of all the links in the manufacturing chain. The brand’s share of the Russian market is further strengthened by the opening of a directly-operated flagship store in St Petersburg.
The myriad dimensions of the female universe are at the heart of the #Viceversa and #StrongTogether campaigns, where the ethos of women’s sharing and communing with each other enriches the brand’s storytelling, involving fashion icons of worldwide fame, such as Karlie Kloss, Jourdan Dunn and Joan Smalls, friends both on the catwalks and in real life. Communication gets more and more far-ranging and impactful, and even includes an ad for the launch of Liu Jo’s Christmas IT bag and the new denim campaign in the name of glamour and a contemporary femininity. At the centre of the campaign is the new Amazing Fit jeans, yet another innovation for a brand that has made couture denim its trademark: inspired by the iconic Bottom Up, the Amazing Fit is enriched by an innovative technical feature, bistretch fabric, which means a perfect fit, the greatest comfort and shaping support to enhance and adapt to the natural beauty of any woman. Eli, a company specialising in footwear, combining the Liu Jo style and artisan expertise, opens in 2016, in the attempt to strategically embrace the shoes segment too. The success of Liu Jo Shoes is boosted by the launch of strategic products, important communication campaigns, and customisation initiatives.
American model and actress Dree Hemingway is chosen as the new muse, starring in a memorable communication campaign interspersed with travelling and Italian Style references. Six 8 years after the launch of the Bottom Up project, the brand confirms its leadership in the denim market with a new TV campaign, Nothing is like the original, celebrating the success and uniqueness of its iconic jeans. It expands its share of the Spanish market by opening a flagship store in Madrid and launching a commercial for an IT bag on Spanish TV. 2014 sees the birth of the Sportswear range, with Italian volleyball player Francesca Piccinini as its face.
Liu Jo chooses Kate Moss as its new ambassador, thus helping making the brand’s image even more glamorous and international. The British top model unveils the brand’s new flagship store in Corso Vittorio Emanuele in Milan, which has been extended and totally renovated, while the first mono-brand store all focussed on accessories opens its doors as well. 2013 is the year of the launch of the ecommerce website, to sell Liu Jo fashion all over the Europe. The debut of the new Liu Jo Fragrances and Liu Jo Eyewear ranges marks the start of new prestigious partnerships in the fragrance and eyewear markets as well.
The strengthening of the Italian dealers’ network goes hand in hand with a significant internationalisation strategy, boosted by the incorporation of companies and the development of directly-managed branches in many European countries and in Russia. The company keeps growing by taking out its Underwear and Beachwear licenses. The accessories range makes its debut on TV, in two exclusive campaigns focussed on the launch of Liu Jo’s first IT bag.
The iconic Bottom Up jeans are launched in an innovative integrated communication campaign – and are the stars of a TV commercial that leaves its mark on fashion advertising. Bottom Up enhances every woman’s shapes and natural beauty by adapting to any silhouette, with its overturned yoke and exclusive darts reshaping the volumes for a second skin effect. It is the start of FROM ITS ORIGINS IN ONE OF THE MOST PROMINENT ALL-ITALIAN FASHION DISTRICTS TO ITS SUCCESS AS AN ITALIAN PREMIUM FASHION BRAND OF WORLDWIDE FAME, WITH A WIDESPREAD NETWORK OF STORES ALL OVER THE GLOBE, YEAR AFTER YEAR LIU JO HAS WRITTEN THE CHAPTERS OF A STORY THAT HAS EVENTUALLY TURNED INTO A BUSINESS PHILOSOPHY IMBUED WITH A VIEW OF TODAY’S WOMEN. 7 a denim story that still goes on to this day, in a constant interaction between experimentation and femininity. The brand’s evolution in the direction of lifestyle is speed up by the launch of a footwear collection.
Liu Jo’s style project evolves towards the offering of a total look, as the natural development of a brand that was born to enhance femininity, in all its forms. This leads to the birth of the accessory ranges and the kids’ wear collection, and the first licences are taken out: the brand evolves in the direction of lifestyle to respond to the interests and aspirations of an increasingly loyal community.
Liu Jo was born in Carpi, one of Italy’s most prominent knitwear districts, of a brainwave of Marco and Vannis Marchi. With the launch of the first Liu Jo and Liu Jeans collections, it started its journey and its expansion on the Italian market, first through the multi-brand retail channel, then in the mono-brand one, both in Italy and abroad.
ETHICS AND AESTHETICS ARE TWO KEY VALUES THAT INSPIRE LIU JO’S STYLE AND VISION, BOLSTERING A CONSTANT MARRIAGE BETWEEN THE ELEGANCE OF THE PRODUCT AND THE ELEGANCE OF IDEAS. CARE FOR PEOPLE AND FOR THE ENVIRONMENT IS A GENUINE IDEOLOGICAL MANIFESTO THAT NOW PUTS RESPECT FOR THE PLANET AND SOCIAL ACCOUNTABILITY AT THE CENTRE OF THE COMPANY’S CODE OF CONDUCT, INCREASINGLY FOCUSSED ON SUSTAINABILITY, THE VALUE OF HUMAN RESOURCES, AND THE DEVELOPMENT OF THE LOCAL COMMUNITY
THE BRAND LIU JO SPLITS ITS DEEPLY GLAMOROUS AND CONTEMPORARY DNA INTO THREE LINES, INSPIRED BY DIFFERENT MOODS AND DIFFERENT SCENARIOS: THE BLACK LABEL, WHICH REINVENTS THE DAILY DRESS CODE AND MAKES IT IRRESISTIBLE 24 HOURS A DAY; THE WHITE LABEL, WHICH SPICES UP CASUALWEAR WITH UNUSUAL STYLE DETAILS; THE GOLD LABEL, FOR A FEMININITY THAT LITERALLY GLOWS, IN AN ELEGANT, ULTRA-CHIC VERSION. THE MISSION IS STILL THE SAME: ENHANCING THE UNIQUE CHARM OF EVERY WOMAN, FULL OF INFINITE NUANCES, THROUGH INEXHAUSTIBLE AND CHALLENGING OPTIONS TO EXPRESS ONESELF THROUGH STYLE
THE LIU JO TOUCH ON CASUALWEAR BECOMES THE INSPIRATION FOR A GLAM COLLECTION THE BRAND DEDICATES TO WOMEN WHO LOVE TO EXPERIMENT WITH NEW, CONTEMPORARY STYLE SOLUTIONS TO DRESS EVERYDAY LIFE IN EXCEPTIONAL SELF-CONFIDENCE.
The Liu Jo Bla ck Label collection speaks of the magic of toda y’s woman, where surprisingly different dimensions liv e harmoniously together as one truly fascinating thing. Formal daywear reveals unexpected practicality and versatility for day and night, enhanced by delicate details, glamorous insert s, super-trendy colour palettes, matching the essentials of women ’s everyday life with unusual suggestions: from the seducti on of lingerie to the toughest e xpressions of casual chic. So, a tradition that has quality tailoring, careful finishes a nd care for details in its DNA e volves into a creativ e philosophy that successfully experiments with materials, their performance, textures and colours, embracing new trends without ever becoming unsubstantial, driv en by an all-female curiosity that ne ver turns into frivolity. So, this is how a perfectly contempor ary combination of past and future is born. This is how fashion a nd Liu Jo become one.
Every year, the Liu Jo Accessories collection comes up with se veral themes and inspirations, each one with a full range of small and big accessories: bags, bijoux and belts, gloves, scarves and capes that explore different worlds as they speak of the unfailingly trendy and curious Liu Jo woman. The choice of mate rials and shapes, the wide range of colour palettes and graphic themes make her fulfil her creative whims and round up her Liu Jo looks, in total freedom. So, the idea o f a bag changes to suit the occasion and the inspiration of the time, either mini or maxi, functional for the day or girlie for the night, shamelessly flaunting a ll-over logos, or a more basic one, emphasising a more mysterious femininity, or again reflecting the thousands of metropolitan souls of the city. The sparkle of gold finds a sexy glam dimension that is far from pomposity, while the combinations of engineered materials create ever new tactile and visual textures that update the modern or precious details that are Liu Jo’s signature style.
Seduction and comfort, the ability to reinvent a classic piece and put it to good use as a femininity enhancer turn denim into the epitome of Liu Jo’s values, an emblem of the Brand since its beginnings in 2008. A project that knows how to evolve over time through style and technical expertise that freshen up the designs, materials and fits to add a personal touch to the latest trends and hug the body, while denim retains its status as a versatile and irreplaceable must-have. Season after season, Liu Jo looks through the iconic denim trends – from super-fitting chic cuts to updated boyfriend styles – making them relevant and fashionable again through its unmistakably glamorous style to be loyal to its usual mission: to enhance the natural femininity of every woman.
Liu Jo Shoes is the vast footwear collection that captures the trendiest and most fashionable silhouettes of the time, reinventing reassuring, unfailingly seductive feminine shapes. Every style in the Shoes collection is perfectly finished and unique in its details, and it has been designed for utmost versatility, to be matched with just any look from the Liu Jo collections. A wide array of textiles and colours provides ever new, trendy creations, alternating classic, minimal elegance with sexier, tougher outfits, while the designs capture the most contemporary seasonal themes and patterns and enhance them by pairing them with unexpected flashes of light, multifaceted colour harmonies, ultra-chic gemstone details, hardware and new textural combinations. Liu Jo Shoes is the perfect completion for all of Liu Jo’s apparel and accessories collections, whether it is a tough total look or an intriguing mismatch. Liu Jo Shoes is a distinctive, glamorous collection for all those women who go for unexpected, fancy feminine styles, which successfully combines sophisticated cuts with precious details, in distinctively contemporary outfits that have the timeless versatility of a classic.
Dynamic, fascinating, self-confident and sure about their style: these are the women for whom Liu Jo has designed a collection of sporty chic items where they can find that perfect combination of magnetism and beauty that the brand never stops celebrating, now even as the official sponsor of the women volleyball team. The Sports collection is ideally inspired by the moments that come before or after exercising, but it has been designed to be perfectly versatile in every single item, so it is the perfect solution to wear any time you break from the daily rush with a touch of glamour that is the brand’s signature style. Liu Jo Sports is focussed on comfortable, easy chic, versatile items that spread one’s longing for fitness on an array of inspirations, contaminating active-wear with the seasonal maxi trends through girlie details and sophisticated decorations. The collection is a treasure trove of matched or matchable tracksuits, T-shirts, either plain or printed with ironic subjects and letterings, embellished with rhinestones and studs, worn with soft stretchy pants. The colour palettes range from nude shades to bright, eye-catching melanges where a passion for fitness can be told by colour codes.
Little fashion stars grow with Liu Jo. Liu Jo’s ranges for the under-16s have been designed to cater to the needs of an age group in which wishes grow and change quickly: in addition to the Liu Jo Junior collection for 8 to 16 year olds, there’s Liu Jo Baby, for very young ones, aged from 6 months to 6 years. “Escape 14” makes its debut in Spring/Summer 2017 as a mini collection of limited-edition sweatshirts, tops, pants and T-shirts for teenagers aged 10 to 16, who love fashion and are in tune with the latest trends. Collections that know how to be special in any occasion, without ever taking themselves too seriously, but light-heartedly and ironically matching styles where girlie rhinestones and glitters, romantic dresses, patterns and colours that recall the warm season stand out in an explosion of energy
Little ones but big on character, fans of their idols’ looks and already independent in the choice of their own outfits, Liu Jo treats today’s little girls to Liu Jo Girl, a collection of little shoes that marry the excellent craftsmanship with the Brand’s unfailingly modern and trendy style. Liu Jo Girl has actually been imagined for them: little misses who want to feel perfectly free to move, dance and run but must also be constantly inspired and amused by patterns and styles, laces and straps, super-flat pumps and tough sneakers to feel at the centre of the fashion game, just like their mums.
With Liu Jo Luxury, the brand’s glamour turns to jewellery, writ large in the harmony of the lines, the accuracy of the details, the selection of the metals, stones and designs that perfectly light up any outfit. The Time Collection – for Women and Men – rethinks the watch by turning the loyal timepiece into a genuine fashion statement: an accessory that can be matched with one’s daily outfits to stay tuned with the latest trends. Those who have an eye for detail will be pleased by the inspirational and elegant Glam Collection, full of small and attractive pieces, designed to be style stars or to be mixed and matched, as the finishing touch for any apparel range by Liu Jo. Veritable “gems” to be worn or gifted as tokens of precious feelings
LIU JO SHOWS ONCE AGAIN ITS DNA AS A BRAND LIFESTYLE IN A STRATEGY OF EXCELLENT PARTNERSHIPS THAT PROJECT ITS ICONIC STYLE ON TO NEW, DIMENSIONS WITH THE SPECIALIST EXPERTISE OF PRESTIGIOUS NATIONAL AND INTERNATIONAL PARTNERS. SO, LIU JO’S UNMISTAKABLE GLAMOUR COMES INTO ITS OWN IN PRECIOUS EYEWEAR, COLLECTIONS THAT ARE THE NATURAL COMPLETION OF ELEGANT TOTAL LOOKS, WHILE FRAGRANCES WITH EXCLUSIVE BOUQUETS ENHANCE THAT VERY FEMININITY THAT INSPIRES ALL THE FASHION COLLECTIONS OF THE BRAND. AND AGAIN, THE BRAND’S CONTEMPORARY, INTRIGUING ATTITUDE EXPANDS AND EMBRACES MEN’S CLOTHING AND GIRLS’ SHOE TOO OR TALKS WITH INTERIOR DESIGN TRENDS TO MAKE HOMES SHINE WITH STYLE TOO.
Contemporary and charming, comfortable fits and versatility are the keywords in the collection that Liu Jo has designed for a cosmopolitan busy man who knows how to revisit the new fashion trends with self-confidence and move dynamically from business events to social engagements with an unfailingly distinctive and naturally attractive style. Liu Jo’s menswear collection catapults the Brand’s creative style into the male world with pieces that combine different moods and attitudes, where the fast pace of an urban lifestyle multiplies into a challenging ‘mixing and matching’ game. Here are, then, casual sporty pieces teamed with the freshness of urban, street style and classic, formal must-haves for a range of total looks that strongly comes to the fore in Liu Jo’s exclusive designer stores licensed out to the experience of a strategic partner, Co.Ca.Ma. Design expertise is supported by the brand’s manufacturing operations, combining carefully-selected natural fibres with a painstaking care for details, which is synonym with Italian quality all over the world.
Created in partnership with Marchon Eyewear, the collection carries in its genes the glamour and elegance of the Liu Jo brand and all the experience of an international eyewear leader. Super-chic in its multifaceted inspirations, the eyewear collection enhances the seductive power of a woman’s eyes: one more weapon in the wardrobe of a woman who’s aware of her own appeal and who’s free to express it by playing with frames that are elegant yet full of glamorous details she can style to suit her personality. Floral prints, mini studs, gold and silver printed patterns, shiny logos and metallic details make every pair of glasses as unique and distinctive as the woman who wears it. In 2017, the brand made its debut in the girls’ eyewear market with a fun and trendy collection, entirely designed for Liu Jo’s little women; just two years later, it is adding Liu Jo UOMO, its first collection of eyeglasses and sunglasses for men, looking at men’s eyewear through the lens of Liu Jo’s unmistakable elegance and self-confidence.
Innovative and intriguing packages wrap up instantly recognisable fragrances: the partnership with Desire Fragrances, a company with over thirty years of experience in the business, further strengthens Liu Jo’s lifestyle universe and its position in the beauty market, bringing its sophisticated style into the world of perfumes for men and women as well. The fragrances by Liu Jo translate all of the brand’s DNA into olfactory notes that are a perfect combination of the features that have made such brand so iconic: elegance and attitude, contemporary sexiness and instant glamour. A range of contemporary, glamorous and creative fragrances that encapsulate any personality or style, while adding a touch of fashion to the brand’s contemporary urban glam dynamism. The collection of Eaux de Parfum and Eaux de Toilette by Liu Jo is completed by a new pair of perfumes, which tells the story of a contemporary, connected generation and joins the fascinating world of women to the elegance of the world of men
Enhancing the home through shapes, colours and combinations that explore all the latest textile designs and top-of-the-range materials: the Home collection will bring the brand’s elegance into your own four walls, in those spaces that best soak in and reflect your most genuine and intimate style statements. For your home sweet home, Liu Jo has come up with modern, glamorous ideas, all sharing the same unmistakably elegant materials and trendy designs, all strictly crafted in Italy. A sophisticated allure that is echoed by the new Sleepwear Collection for lounging around or sleeping in, adding a charming, cosily chic touch to the classic women’s pyjamas
Liu Jo Living Collection translates the brand’s idea of style into interior decoration, with a wide range of attractive, exclusive designs in tune with the key values of the brand’s topofthe-range products: carefully selected materials, a culture of detail, constant research and innovative design. The result is a collection of contemporary, sophisticated products that combines minimal silhouettes with bold volumes, Nordic inspirations with pop colour palettes, a mix of materials and new living codes, though still functional and accurately detailed. Helped by a vast colour palette, all materials and textiles can be chosen and used to suit the mood, so as to reflect one’s personal taste even at home and live in cosy chic style.
The DNA in Liu Jo’s retail philosophy has been clear right from the first single-brand store opened in Forte dei Marmi in 1998: the first concept was built on reflective, mirror-like surfaces that would become a common thread in the design evolution of Liu Jo’s interiors, an evolution that in 2005 jumped up to a new retail concept inspired by black. The iconic colour of the fashion system turns into the backdrop and the star of space. The seductive reflections of the decorated mirrors create an intriguing interplay, which designer pieces add further suggestions to. Also that year, Liu Jo opened its flagship store in Corso Vittorio Emanuele, in Milan – with its 220 square metres, three floors and four windows looking out on to the Italian fashion capital – a space that instantly turned into the beacon of Liu Jo’s imagination, where shoppers could find out all the collections in an exclusive, challenging shopping experience. 2008 saw the debut of the White Concept, the idea that updated Liu Jo’s retail image in Italy and all over the world, paving the way to a new way of living the Liu Jo experience.
