Liu Jo S.p.A. is an Italian clothing company that was founded in 1995 by the brothers Marco and Vannis Marchi in Carpi, within the province of Modena, the Italian district par excellence when it comes to knitwear. The Liu Jo name comes from the nicknames used by Marco Marchi and one of his early girlfriends. The brand's creative philosophy is devoted to enhancing the natural femininity and beauty of every woman, conveyed through a highly glamorous style that is open to personal interpretations. This identity is expressed in the concept that has been at the centre of the Liu Jo ad campaigns since 2018: #Glamourizing. This is a real statement, created to convey the evolution of the brand and usher in a new chapter. Today the brand is present in 48 countries across 3 continents – Europe, Africa and Asia – with a distribution network that has 490 mono-brand stores and around 5,500 multi-brand and speciality stores worldwide.
History
Liu Jo was created in Carpi in 1995, the brainchild of Marco and Vannis Marchi. Growth in the Italian market began with the launch of the Liu Jo and Liu Jeans collections, first via the multi-brand channel and, afterwards, through the mono-brand channel both within the domestic market and abroad. Soon Liu Jo's style project evolved towards the construction of a head-to-toe look and, in 2008, the iconic Bottom Up jeans were launched via a television campaign. In 2009, Liu Jo's retail distribution network in Italy was strengthened and the brand continued to grow in international markets with the establishment of the companies Liu Jo Asia Pacific and Liu Jo Retail Benelux. After the Bottom Up jeans, in 2010, a new signature product made its début in the brand's marketing, testifying to the brand's consolidation of the fashion accessories world: the bags from the Liu Jo Accessories line were the stars of a TV advertising campaign. The arrival of Kate Moss as a special testimonial consecrated 2011 for Liu Jo and the next year the same fashion icon opened the renovated and extended flagship store in Corso Vittorio Emanuele, Milan. 2013 saw the launch of the multi-channel website and the e-commerce platform. The next year the brand found its new icon in Dree Hemingway, the star of a memorableintegrated marketing campaign. 2016 marked a revolution in Liu Jo's marketing campaign: Karlie Kloss and Jourdan Dunn, internationally famous fashion icons and friends, interpreted the many facets of feminine allure and the versatility of the brand in the iconic #Viceversa and #StrongTogether campaigns. This was a successful approach which met with new faces in 2017 to bare its soul: Martha Hunt and Jasmine Tookes for the Spring/Summer season, and Joan Smalls and Anna Mila Guyenz for the Autumn/Winter season. In 2018, the Liu Jo #ExpressYourStyle campaign followed the everyday life of three fascinating real-life testimonials: the young Antonina Petkovic, the influencer Candela Pelizza and the multi-hyphenate Julia Restoin Roitfeld. Liu Jo's brand attitude would evolve again and was confirmed as a definitive statement in the #Glamourizing advertisement campaign for the 2018 Autumn/Winter season, which starred the top modelAnna Ewers. This collaboration would continue for the next two seasons. The 2018-2019 season saw Liu Jo as a protagonist in the world of football too, as the main sponsor of Bologna FC.
Licenses
- Liu Jo Uomo - Liu Jo Eyewear - Liu Jo Fragrances - Liu Jo Casa - Liu Jo Living Collection
