JO NO FUI Spring 2008 Milan – Fashion Channel
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Jo No Fui is intriguing right from the name, which, if anyone had any doubts, has no connection with Japan: the brand was born from an idea of Alessia Giacobino, who translated the expression “it wasn’t me” in a personal way and concentrated on women’s garments somewhere between casual and ready-to-wear.
The new Jo No Fui, on the other hand, has an evocative symbol, the butterfly, but focuses on activewear.
“We fell in love with a North American species, the monarch butterfly, which is extremely light and famous for its mass migrations. We fell in love with a North American species, the monarch butterfly, which is extremely light and famous for its mass migrations. Flying together, these beautiful insects are capable of traveling 5,000 kilometres,” says Leoncini.
“For women, we have designed daywear that is clearly inspired by sportswear, but which also makes you feel at ease while walking around the city or even in the office. The details are important: embroidery, work on marabou feathers and trimmings.”
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