AND UNVEILS HER CELEBRATORY CAMPAIGN AT PREMIUM

To coincide with the German fair, the Italian brand « opens » the celebrations for this important achievement with a preview of the first parts of its new advertisement format with Kendall Jenner

For Liu Jo, 2020 will not be just like any year, it will be the year of ‘celebrations’: now distant from that 1995 in which everything began, in Germany the Italian brand, the embodiment of premiumness, will open the celebrations that will see it reach its first twenty-fifth anniversary.

To coincide with Premium (Berlin, 14-16 January), one of the most important European trade events, Liu Jo will officially start the celebrations for its twelve-month-long anniversary; a strong, symbolic event that will offer a teaser by revealing the face and concept of such special celebratory campaign, which will come into its own in an advertising format that will be on preview at the Fair. The outstanding star of the campaign will be a contemporary icon, Kendall Jenner, who will be the face of the brand throughout 2020, taking centre stage in a new communication system that has been specially developed to mark this achievement.

An achievement that does not feel like a tribute but rather like an evolution, in which Liu Jo is increasingly busy strengthening its international position and engaged in a communication system where it supports young 25-year-olds and helps them feel strong, beautiful and, of course, empowered. So, #Bornin1995 is the hashtag that in 2020 will embody this communication format that will go beyond the boundaries of a ‘mere’ campaign and will have Kendall, a media icon that was herself born in 1995, as an ideal bridge between the past, the present and the future of the brand. Starting at Premium, Kendall Jenner will star in the celebratory campaign that will be shown in multiple touchpoints, where a special eye will be kept on the digital universe, for which dedicated contents have been developed so as to open a dialogue with the young women who are the future of the brand.

Marco Marchi, President & Head of Style at Liu Jo, said: “I am really glad to present our new communication format for 2020 here, at Premium. Kendall Jenner is an icon of our time, who perfectly embodies the beauty, uniqueness and strength that Liu Jo has always told about, and I am sure that in her global dimension she will further strengthen out business project on an international scale. It’s not by chance that 2020, a year that is so strategic for us, will be symbolically starting in Germany, one of the markets that will be most important for us, in the next few seasons”.