Languidly lying on a white fur rug wearing only a pair of jeans, Kate Moss looks in the room with that look that made her a star many years ago when the campaign for Calvin Klein denim consecrated it in the top. Of water has passed under the bridge but the agreement between you and the photographer, Mario Sorrenti, is the same as then: the results stand out from yesterday on huge billboards in the streets of Florence, a place chosen by Liu Jo to reveal to the public its new advertising campaign starring British supermodel.The Italian brand has signed a two-year contract with the model that will represent the brand's three collections (Liu Jo Liu Jo Liu Jeans and Shoes + campaign dedicated to a special line of denim Bottom Up) and could also result in something more as we said Marco Marchi, owner and creative director, who we met last night during the celebratory parade that Liu Jo has organized a straw Florence.
Kate Moss ... a really nice shot, congratulations. Ah yes, but we look at the back for about three years before we succeed. Among the many proposals that he has chosen us and we are proud and honored. Among other things it is not an isolated country: she is under contract for two years and since he just finished his collaboration with Topshop can not exclude the possibility that a small line drawings for us.
Indeed, it is very likely. Why did you choose a top? Besides the fact that Kate Moss is an icon of style and not just a top, there is definitely a strategic part. Choosing a model known so we opened the doors to the international market now sell 60% in Italy, we want to push abroad. There are risks in relying on a name so important? The danger is that its image face overshadowing the brand, but it's up to us to prevent the danger we are moving so that it is Kate Moss to meet the needs Liu Jo and not the other way.
We are not sponsors of the model, is that she represents us. Why did you choose to reveal the countryside and Florence for the parade? We believe that Florence is a center of great importance for other countries, not less than Milan. No coincidence that we chose here to open our first flagship store dedicated to accessories, also considering that Florence is a city of historically high leather goods.
But your accessories are made in? China. But that has to do is a matter of cost: Our Chinese artisans are talented and make high quality products. It would be anachronistic to think that an Italian product must necessarily be all done in Italy: Made in Italy is the competence with which we create, the materials we use, the design research that is behind each piece.
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