BOTTOM-UP

A range of models that have become fashion icons in a short time have turned denim into a second skin enhancing body lines and finding its inspiration in the values of femininity, elegance and seduction founding the whole stylistic philosophy of the LIU•JO world.The search for and constant evolution of washes, treatments and colours alternate classic denim and new textures and volumes, always in line with fashion trends and the needs of a style reinterpreting the work wear item par excellence and turning it into a collectible best seller.These jeans really fulfil the desire to enhance femininity thanks to the technical solution envisaging the insertion of a reversed yoke and a pleat positioned in a precise point to reshape volumes at the level of the pelvis and to define and streamline curves and shapes for extraordinary effects.The BOTTOM-UP COLLECTION project is a fully unprecedented and positive challenge, a daring concept made strategically viable thanks to the strong impact of the image, communication and creative expressions surrounding the product. A complete innovation in the sector was the choice to describe the BOTTOM-UP COLLECTION through television to reflect the complexity and completeness of a project that goes beyond classic patterns and media of the fashion system thanks to the shooting of a series of TV ads by great directors.The BOTTOM-UP COLLECTION project is expressed through a new style that is unexpected, joyful, and ironic. In a short time, TV images seduce and catch the attention of the public, thus ensuring the perception of a clear and distinctive identity, further supported by other media (press and posters campaigns, websites, and material for points of sale, public relations). After the brilliant Italian debut of the Bottom-Up collection, that was launched in 2008 and that was carried on over the following seasons, in spring 2011, LIU•JO decided to cross the national borders, bringing the glamour, the light stories and the cinematographic approach of the Bottom-Up project in 6 European markets: France, Spain, Germany, Belgium, Holland and Poland.