Liu Jo

Liu Jo was founded in 1995 in Carpi, a manufacturing town in the province of Modena, by the brothers Marco and Vannis Marchi. The label found early traction at home and abroad with its apparel collections. Jeans soon became one of its defining categories. Between 2000 and 2006 the range grew into a total look, with accessory lines and a kidswear collection, followed by the first concessions. The brand began to describe itself in lifestyle terms. In 2008 Liu Jo released a television commercial for its Bottom Up jeans, cut to shape the figure, and introduced a footwear line. The following two years added underwear and beachwear licences along with an accessories campaign built around its first it-bag. Kate Moss became the brand's ambassador in 2011 and attended the reopening of its enlarged Milan flagship. An eyewear licence signed in 2013 pushed further toward a complete wardrobe. The house still frames its mission as helping women find a personal style. It sells through its own stores and online across Europe.