About Liu Jo

Mission & Vision

Liu Jo stands for freedom and expression. It’s a brand for free, eclectic souls who live life to the full, no matter what it throws at them, staying determined, enthusiastic and nonchalant, and with a touch of glam too. In keeping with its founder’s vision, Liu Jo's collections are designed for energetic, dynamic individuals who value their neighbours, the planet and their community, and who aren't bound by convention. Liu Jo was created to inspire and champion seduction, bold sophistication and elegance that takes you unawares. It’s a brand which goes about it’s daily business with a cool way of looking at things, always on the hunt for top-class materials and paying painstaking attention to detail.

History & Milestones

Unmistakable and sophisticated, the glamorous world of Liu Jo fashion and lifestyle has been built up over years, incorporating many faces that mirror how times have changed and reflect the fluctuating trends in fashion, society and business too. The story of the brand is constantly evolving, driven by a forward-thinking vision and marked by achievements that have helped to define the mission the brand pursues today: help women find their own personal style so they can be who they want to be.

1995

Entrepreneurs and brothers Marco and Vannis Marchi founded Liu Jo back in 1995 in Carpi, a renowned manufacturing hub situated in the province of Modena. The brand soon gained momentum on both domestic and international markets with its collections of apparel, and its jeans would go on to become one of its iconic categories.

2000-2006

The Liu Jo style concept evolves to create a total look, the natural evolution of a brand born to enhance all aspects of femininity. The accessory lines are born, collections dedicated to the world of kidswear and the first concessions are signed: the brand evolves from a lifestyle perspective, to meet the interests and aspirations of an increasingly loyal community.

2008

In keeping with the brand’s bold vision, Liu Jo becomes the first fashion label to release a TV commercial for its iconic Bottom Up jeans back in 2008 - denim designed to highlight the feminine figure and offer customers a way to express their own style. The evolution of the brand moving towards lifestyle is strengthened with the introduction of the footwear line.

2009-2010

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. Hereon starts a new communication strategy, which over time, reveals our most iconic bags in an unprecedented, fresh and integrated way, characterising the tastes and desires of today's women.

2011-2014

Capitalising on the international success the brand enjoyed in the years previous, Liu Jo chooses Kate Moss as its ambassador in 2011, the face of a cosmopolitan, rule-breaking attitude. As the brand's patron, the English model attends the re-opening of the flagship store in Milan following restructuring and extension works. In 2013, Liu Jo signs a licensing agreement for Liu Jo Eyewear with the aim of moving one step further towards providing customers with a total look and launches their own e-commerce platform to further strengthen its international presence. In 2014, the brand delves into the world of fragrances.

2014-2019

Between the years 2014 and 2019, Liu Jo chooses an array of different faces to represent the brand, staying loyal to its mission to keep women inspired on a daily basis and presenting itself as a go-to clothing label for women to express their true selves. Bringing attention to each individual personality, the brand reinforces its vision of community and depicts an all-around view of femininity. With the introduction of the #BetterTogether campaign in 2019, Liu Jo’s commitment to social and environmental responsibility takes an organic shape, combining all company initiatives aimed at establishing a sustainable business model into one cohesive ecosystem.

2020

In 2020, Liu Jo celebrates its 25th anniversary with a series of dynamic campaigns with a contemporary twist, emphasising the brand’s unique ability to capture the sense of time and, at the same time, also highlight its Italian roots through current forms of communication. In the years that follow, the brand centres its storytelling around Italian culture and its easygoing attitude.

2023

The brand’s community-driven mission is reflected in its “Everybody” campaign, launched in 2023 to celebrate inclusivity and self-expression. The campaign is accompanied by a powerful message aimed at women who cherish their individuality day in, day out, and share with their community. The campaign stands for the contemporary definition of “glam” according to Liu Jo’s vocabulary.

Economical & Financial Data

Business Model

Towards a new future, to conquer an increasingly international panorama. Challenge after challenge, our business model evolves towards a strategy that favours flexible, contemporary models. In an increasingly connected world, dynamism is the order of the day. Liu Jo looks not only at digital innovation, with an always-on communication that further strengthens the bond with its customers, both consumer and business, but also to respond to their most glamorous desires, offering increasingly complete collections, enriched during the season with on-trend garments and accessories.

About Liu Jo

About Liu Jo

About Liu Jo

About Liu Jo

Mission & Vision

History & Milestones

Economical & Financial Data

Business Model

Business Model

Business Model

Business Model

Customer Care

Liu Jo World

Liu Jo for you

Corporate