Liu Jo

Contemporary Italian Brand since 1995 - Dress to Express

Lightness, elegance, femininity and evolution could be the keywords that distinguish the Liu Jo brand. The brand is yet another Italian excellence born from a family passion and the entrepreneurial ability of two brothers, which has become an international brand and recognized as a symbol of Made in Italy quality.

The Liu Jo company was founded in 1995 in Carpi, in the province of Modena by two brothers: Marco and Vannis Marchi. The name of the brand derives from the nicknames that Marco Marchi (JO) and his former partner (LIU) used in their youth.

Initially, the brand was mainly associated with denim, but over time its assortment has evolved. The corporate journey begins at home with the Liu Jo and Liu Jeans collections, first in multi-brand stores and later in mono-brand stores also abroad. The consecration as an internationally successful fashion brand arrives in 2008 with the Bottom Up jeans line and a television campaign.

In 2010 the Liu Jo Accessories bags landed on the accessories market and the following year an overwhelming and sensual Kate Moss became testimonial of the brand and of the flagship store in Corso Vittorio Emanuele in Milan.

The top testimonials alternate over the following years, bringing Liu Jo to ever greater success: Dree Hemingway, Karlie Kloss, Jourdan Dunn, Martha Hunt, Jasmine Tookes, Joan Smalls and Anna Mila Guyenz tell of a strong and ever-changing woman, who goes with the flow, but doesn't get carried away, sometimes leads it. They are women who embody the feminine allure and versatility of the brand, while maintaining a precise identity.

Today Liu Jo is a brand present all over the world with around 35% of the production exported between China, South Korea, Thailand, Singapore, Mexico and South America, as well as a strong presence in Europe and Italy.

Liu Jo's Philosophy is The Philosophy of Change

In general, the philosophy of the brand has remained constant over the years, although I tend to decline perfectly in every moment of modern history which is so easily and quickly updated. Liu Jo aims to enhance the femininity and beauty of women with creativity and elegance. All the creations aim to give a precise identity to the woman of her time by dressing her with character, refinement and style.

Sinking its roots in attention to detail, in Carpi's know-how, Liu Jo manages to hit the target of success with each collection. In an ultra-competitive panorama such as that of fashion, especially made in Italy, it is difficult to achieve success and maintain it over time. Liu Jo carefully observes and listens to innovation in each market, skilfully balancing creativity and rationality.

Her creative philosophy reflects a vision of femininity that is not a simple aesthetic elaboration, but a deeper and more intimate exploration of the unique and instinctive strength, personality and beauty of every woman. She works with enthusiasm to propose contemporary and stimulating creations, characterized by a glamorous style and an all-Italian audacity that invites women to mix and interpret the garments to express their personality and physicality in a free and seductive way. Thus you outline a creative philosophy, a manifesto of empowerment that combines Italian style with a constant search for excellent materials and scrupulous attention to detail.

History

From its origins in one of the excellence districts of Made in Italy clothing to its affirmation as an internationally recognized premium brand of Italian fashion and with a capillary network of shops around the world, Liu Jo has written the chapters of a story year after year which over time has become a real entrepreneurial philosophy, conceived starting from a vision of the contemporary woman.

1995

From an intuition of Marco and Vannis Marchi, Liu Jo was born with its first lines. The growth path of the brand is established first through the multi-brand channel and subsequently, with further consolidation, through the mono-brand channel in Italy and abroad.

2000-2006

The Liu Jo stylistic project evolves towards the construction of a complete total look, the natural development of a brand born to enhance femininity in all its forms. The lines of accessories and the collections dedicated to the kidswear world are born and the first licenses are signed: the brand evolves from a lifestyle point of view, to respond to the interests and aspirations of an increasingly loyal community.

2008

The Bottom Up jeans icon is launched with an innovative integrated communication campaign and is the protagonist of a TV spot that has entered the imagination of fashion advertising. It is the beginning of a denim story that continues today, in a constant dialogue between experimentation and femininity. The evolution of the brand in the lifestyle direction is strengthened with the introduction of the footwear line.

2009-2010

The company growth continues thanks to the acquisition of the Underwear and Beachwear licenses. The accessories line debuts on television with two exclusive campaigns entirely dedicated to the launch of the first it-bag. From here starts a new communication path that over time has been able to tell our most iconic bags in an original, fresh and integrated way, interpreting the tastes and desires of today's women.

2011-2015

Liu Jo chooses Kate Moss as the new ambassador, helping to make the brand image even more glamorous and international. The increasingly dynamic and recognizable corporate structure is linked to new fundamental openings, such as the flagship store in Milan and the approach to online business with the birth of the e-commerce channel. At the same time, the new Liu Jo Fragrances and Liu Jo Eyewear lines make their debut, signing the beginning of new prestigious partnerships in the perfume and eyewear sectors.

2016-2020

Communication evolves towards a brand narrative dotted with important campaigns that see directors, photographers and iconic names in international fashion authentically capture the values of empowerment and self-confidence. A new narrative identity that in 2020 finds its maximum realization in the campaigns that celebrate our roots and our DNA also through the special faces of young contemporary icons, first of all Kendall Jenner. In these same years, Liu Jo also began working on a green path that marked an important moment for sustainability: the #BetterTogether manifesto was born, a concrete commitment and, at the same time, an invitation to change.

2021

Liu Jo celebrates its Italian origins, the goals achieved and future ones by launching a renewed message of joy and pride that revolves around the letter J and the keywords Jo, Jeans, Joy. The SS21 campaign recounts the centrality of the #JFactor by bringing "jeans" to the fore, the brand's iconic garment that has always represented Liu Jo's multifaceted, dynamic and glamorous style. The story continues through the FW21 campaign #Viviamo! which is a hymn to life and an invitation to re-appropriate the beauty of every moment. At the same time, the commitment to sustainability grows, with the introduction of new Better garments and the decision to make a fundamental category of the brand, that of accessories, increasingly sustainable, with the introduction of certified recycled materials and the reduction of resource consumption in the production process.

Business Model

Towards a new future, to conquer an increasingly international panorama. Challenge after challenge, our business model evolves towards a strategy that favors flexible and contemporary models. In a world where we are increasingly connected, being dynamic is the rule every day. Liu Jo aims not only at digital innovation, with an always-on communication that further strengthens the bond with both its consumer and business customers, but also at offering ever more complete collections, enriched during the season with garments and accessories in step with trends.

Ethics and aesthetics are two essential values that inspire Liu Jo's style and vision, nurturing a constant union between the elegance of the product and that of thought. From this union #BetterTogether was born, our sustainability manifesto that places respect for the planet and social responsibility at the center of actions increasingly oriented towards the enhancement of human resources and the development of one's local area. It is the beginning of a change that starts with small gestures. Because alone we can take the first step, together we can make a difference.

Through fashion, one can read and discover the world. We believe that it can also be changed. black, white, blue e gold: Linea Black Label – è stata pensata per le moderne imprenditrici. The Liu Jo lines: black, white, blue and gold: Black Label line – was designed for modern businesswomen. The collections consist of coats and semi formal dresses, which are the perfect complement to office outfits; White Label line – is a nod towards basic and minimalism. It is distinguished by practical models in combination with an interesting range of colors; Blue Denim line – as the name suggests, is focused on denim. Manufacturers use bi-stretch technology to create silhouette-shaping jeans; Gold Label line – includes the most expensive and elegant products, such as richly decorated cocktail dresses and sumptuous ball gowns.

Products Liu Jo