Happy Birthday, Liu Jo! The Italian brand is turning the big 2-5 and, as luck would have it, so is Kendall Jenner. Therefore, it seems only fitting that they join forces and celebrate in style with a brand-new campaign. #Bornin1995 isn’t your run-of-the-mill campaign, though. It marks the beginning of Liu Jo’s new communication system that’ll smash the boundaries of every campaign you’ve ever known and make way for a 360-degree experience.
The world was a different place in 1995 – Liu Jo just broke onto the fashion scene and Kendall Jenner was a new-born (not feeling any younger over here). However, the iconic Italian brand has maintained a message of female empowerment since its inception and that same message remains at the core of #Bornin1995.
Kendall is a modern-day icon that has captured the hearts of the younger generation – she boasts 123 million followers on Instagram alone – thanks to her ultra-feminine yet edgy-cool attitude that makes every girl want to be her best friend. (In our minds, we already are). She embodies Liu Jo’s message of strength and empowerment with her multifaceted, dazzling personality and couldn’t be a more perfect candidate to take over from Liu Jo’s long-time brand ambassador Kate Moss. Like Kate, Kendall is a force in the fashion world and beyond, and can use her voice to share Liu Jo’s new message to the masses.
Kendall represents the all-rounded Liu Jo woman who always feels empowered through fashion, whether she’s working punk-rock glam or chic, feminine styles. It’s this nature that reflects Liu Jo’s fashion fluidity and ability to provide everything from denim staples to sequinned mini-dresses.
The campaign aims to strengthen the bond between Liu Jo and its loyal fanbase while opening up a new Generation Z-focused digital dimension that, when paired with cultural icon Kendall Jenner, will resonate with a new audience and allow Liu Jo to rise challenges of the future.
All in all, the #Bornin1995 message extends further than a campaign. It was created to show the 25-year-olds of today that they’ll always have an ally in Liu Jo and reassure those of us that aren’t 25 anymore that age is just a number – and thank goodness for that.