#JFactor

The essence of a beautiful, kaleidoscopic, unique spark in a single letter. That factor that exists for everyone, but is different for all. Liu Jo's new #JFactor campaign is born with an unexpected play on words, highlighting every woman’s most intimate, profound aspects.

It's all about... you!

The creative flair of photographers Mert & Marcus - once again chosen to interpret the Italian brand’s values - features behind the lens. The result is a new concept that energetically celebrates Liu Jo's glamorous identity, thanks to the expressive power of the letter J. Beauty, passion and Italian style are revealed through the words of Abby Champion, Ajok Madel and Zuf Capelli. Three models, three very different personalities united by a common element, the #JFactor.

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Jo, Jeans, Joy

"J" for "Jo": the evocative power of the "J" factor, which reveals the Italian maison’s distinctive features and nuances, features in the very name of the brand itself. "J" for "Jeans": denim is one of the stars of the new campaign, a key item for every season, and a timeless icon in Liu Jo's stylistic journey. "J" for "Joy": this new concept conveys a message of joy that looks to the future with optimism and positivity.