Liu Jo is a renowned Italian brand associated with elegance, femininity, and contemporary style. The brand's story began with the production of clothing in a small town, but it soon won the hearts of millions of women around the world.

Today, Liu Jo offers not only clothing but also footwear and stylish accessories. Thanks to its unique style and high-quality products, Liu Jo remains one of the leading names in Italian fashion. Currently, the brand boasts over 130 boutiques in Italy alone, along with more than 110 stores worldwide across Europe, Asia, and Africa. Additionally, Liu Jo's clothing is available in more than 4,500 multi-brand stores globally.

How did the brand manage to grow from a small textile business in a provincial town to a globally recognized label in such a short time? What does Liu Jo’s current product range look like? Who owns Liu Jo today? We'll answer these questions in this article, while also exploring the brand's journey and success story.


 

The history of Liu Jo  

Liu Jo is a relatively young brand — it was founded in 1995. Initially, Liu Jo operated as a small textile manufacturing company, but today it has grown into a major Italian brand that produces prêt-à-porter fashion (ready-to-wear clothing created by well-known brands for mass consumption).  

The brand was founded by brothers Marco Marchi and Vannis Marchi, who chose to start their own project rather than continue their parents' business, which was focused on pasta and pizza. Before launching their own brand, the brothers spent some time designing dresses for other major textile companies. It was a challenging journey since they had neither connections nor experience in the fashion industry.  

The first Liu Jo stores — two of them, in fact — opened in Milan and Florence in 1999, just four years after the brand's founding. At the beginning, Liu Jo specialized in stylish and comfortable knitwear. With its focus on high-quality materials and attention to detail, the brand quickly gained popularity in the Italian market. The success of its collections encouraged the Marchi brothers to expand their offerings to include full clothing lines, footwear, and accessories.  

In 2008, the brand launched its Liu Jo Jeans line, which became one of the company's most popular segments. Liu Jo jeans are particularly well-known for their impeccable fit, designed to accentuate feminine curves.  

Additionally, Liu Jo now produces collections of footwear, bags, accessories, and even fragrances. It also offers children's clothing under the Liu Jo Junior line and a menswear line called Liu Jo Uomo.  

The brand's success has also been driven by its effective advertising and marketing campaigns, as well as its diverse product range.  

One of Liu Jo’s most iconic campaigns was its collaboration with supermodel Kate Moss, who became the face of the brand in 2011. Another notable model who represented Liu Jo in its campaigns was Dree Hemingway.

 

Who owns the Liu Jo Brand? 

The Liu Jo brand was founded in the small, lesser-known city of Carpi, located in the Emilia-Romagna region of Italy. This region is renowned for its textile traditions, which served as the foundation for establishing the fashion label. The founding brothers, Marco and Vannis Marchi, continue to play a significant role in the development and management of the business. Liu Jo remains a private company owned by their family.

 

Country of manufacture for Liu Jo 

Liu Jo is an Italian brand, and its premium collections are predominantly manufactured in Italy. While some collections are produced in other countries, the brand's design development and creative direction remain firmly based in Italy.  

The country of manufacture for Liu Jo items can vary depending on the specific product. Many garments are produced in Asia, including China, Bangladesh, and India, while others are made in Eastern European countries such as Bulgaria and Romania. Therefore, to determine the exact country of origin, it is best to check the label on the individual product.

 

Liu Jo product range

1. Clothing:

  • Women’s Clothing: Dresses, blouses, sweaters, cardigans, jackets, coats, jeans, trousers, skirts, jumpsuits, and suits.

  • Men’s Clothing (Liu Jo Uomo): Shirts, t-shirts, polo shirts, sweaters, blazers, jackets, jeans, trousers, and suits.

  • Children’s Clothing (Liu Jo Junior): Clothing for infants, children, and teenagers, including dresses, t-shirts, jeans, jackets, and jumpsuits.

  • Sportswear: Leggings, hoodies, tracksuits, and tops.

  • Loungewear and Lingerie: Pajamas, robes, lingerie, and swimwear.
     

2. Accessories:

  • Bags

  • Footwear

  • Watches and Jewelry​
  • ​Belts and Scarves

  • Umbrellas

  • Sunglasses

  • Fragrances
     

Liu Jo offers a wide variety of stylish and elegant products, catering to diverse tastes and occasions.

 

Liu Jo women's accessories

Liu Jo offers a variety of elegant and high-quality accessories for women, catering to every occasion. From bags and shoes to jewelry and other fashion pieces, the brand ensures style and sophistication.

1. Bags

  • Clutches: Perfect for evening outings and festive events.
     

  • Shopper bags: Spacious and practical for daily use.
     

  • Backpacks: Stylish options for an active lifestyle.
     

  • Crossbody bags: Compact and convenient for day-to-day wear.

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  • Tote bags: Elegant choices for work or casual walks.

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  • Cosmetic Bags: Ideal for organizing beauty essentials.

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* Click on the image to go to the product in the store.

2. Footwear

  • Sneakers: Trendy and comfortable for everyday wear.

  • Heels

  • Sandals and Wedges

  • Boots and Ankle Boots
     

3. Jewelry and Watches

  • Bracelets: From minimal designs to statement pieces.

  • Earrings: Classic studs, drop earrings, or bold fashion choices.

  • Necklaces and Pendants: Elegant and refined styles.

  • Watches

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4. Other Accessories

  • Belts: Leather and fabric belts to accentuate any silhouette.

  • Scarves and Shawls: Lightweight summer options or cozy winter models.

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* Click on the image to go to the product in the store.

  • Umbrellas

  • Hats and headwear

  • Sunglasses

  • Wallets and Cardholders

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How to сhoose the best Liu Jo accessories 

1. Pay attention to your wardrobe style. If you choose a classic elegant style for your everyday look, opt for neutral colors and minimalist designs. For brighter and more casual looks, you can choose accessories with original prints or vibrant colors.  

2. Choose accessories according to the occasion. For formal events, business meetings, or parties, Liu Jo offers elegant bags, clutches, and stylish earrings that will emphasize your sophistication. For more casual occasions, choose fashionable backpacks, sneakers, or sunglasses that harmonize with your everyday looks.  

3. Experiment with textures and materials. Liu Jo offers accessories made from various materials, such as leather, textiles, metal, suede, and many others. Combining different textures can create an interesting and original look. For example, a leather bag combined with metal elements or exquisite jewelry with pearls can be an excellent choice for an evening out.  

4. Color choice — the key to outfit harmony. If you prefer basic colors, choose accessories in neutral shades — black, gray, beige, or dark blue. If you want to add bright accents, choose colorful accessories — red, gold, or pastel options.  

5. Consider size and convenience. The size of the accessory also matters. If you need a bag for everyday use, choose a sufficiently large model with multiple compartments for convenience. For an evening out, compact clutches or elegant crossbody bags are more suitable.  

6. Invest in classic accessories. Although trends change, classic accessories always remain relevant. Choose classic models of Liu Jo bags, watches, or belts that will stay fashionable and be an important part of your wardrobe for several seasons ahead.

 

How to spot a fake Liu Jo

To avoid purchasing counterfeit items, it’s important to know how to distinguish a fake Liu Jo product.

1. Check the quality of materials. Liu Jo is known for using high-quality materials in its products. If the fabric, leather, or metal looks cheap or of low quality, it's likely a counterfeit. Original products have well-defined textures, and the stitching and details are always neatly executed.

2. Pay attention to labels and tags. In original Liu Jo products, the label is securely sewn and features a clear, neatly crafted inscription. Fakes often have uneven stitching, spelling mistakes in the brand name, or poorly cut labels. Also, check the fabric composition — counterfeit items may list it incorrectly.

3. Inspect the hardware. Liu Jo products are characterized by the use of high-quality metal elements such as zippers, buckles, and studs. If there are metal details on a bag or accessory, they should be made from pure metal without defects such as scratches or rust. Counterfeits often use cheaper substitutes that look less refined and deteriorate quickly.

4. Check the packaging. Original Liu Jo items always come in stylish, branded packaging. Cardboard boxes and bags should look high quality, with a clear logo and no text errors. Fakes typically come in cheap packaging with no logo or poorly printed brand marks.

5. Price. Liu Jo is a premium brand, so their products are not overly cheap. If you see a Liu Jo bag or item priced much lower than the usual market price, this should raise a red flag. Original products cannot be sold at significant discounts without valid justification.

6. Check for certificates and tags. Many authorized stores selling Liu Jo products provide quality certificates for the items. Additionally, some models may have a special tag with a serial number or other markers that can be verified through the official brand website.

7. Purchase from authorized stores. To ensure you're buying an original Liu Jo product, always choose authorized points of sale. Buying from the official brand website or trusted stores reduces the risk of getting a fake.  

 

If you’re traveling abroad, you can also buy Liu Jo designer accessories and more at a duty-free store. These shops guarantee the authenticity of all products, which come with the appropriate documents. This way, you’re sure not to get a fake. To save time at the airport and avoid standing in line, you can pre-order your items through the Mydutyfree service. Choose the relevant location, browse the online catalog, and place your order. You can pick up and pay for your items on the day you cross the border at a special duty-free counter, all without the hassle of queues.