#BornInItaly: identity and story in the new FW20 campaign

#BornInItaly is the concept which Liu Jo is using to inaugurate the second chapter of the story that celebrates its 25th anniversary. An affirmation of identity, a joyful ode to Italy, told through the faces of 5 Italian women: each with an authentic personality, each witness in a unique way to their origins. #BornInItaly thus creates a connection between all Italian women, revealing the beauty and values of a multifaceted femininity. The campaign chose a new approach in order to highlight the protagonists’ uniqueness: neutral backgrounds and their place of birth as a tribute to each one’s territoriality and roots.

#BORNINITALY IS GLAMOUR

Over the shirt, under the turtleneck. Charm is found in an ambition: creatively interpreting styling rules to express one's uniqueness. Always.

#BORNINITALY IS FEMININITY

Mysterious transparencies alternate with ultra-slim silhouettes, all rigorously outlined in total black. A secret of seduction: revealing yourself little by little.

#BORNINITALY IS PARTYING

Tricks of light and rock overtones. A shower of silver studs and mirrored effects release the charm of a mini dress matched with Texan boots. The party's here.

#BORNINITALY IS PASSION

The rigor of Glen plaid meets the charisma of combat boots, emphasizing elegance with striking details and personality.

#BORNINITALY IS SPONTANEITY

The opposites create athleisure intuitions which interpret glamor with naturalness and vivacity: black and white, oversized proportions and slim lines.