Liu Jo (stylised LIU•JO) is an Italian prêt-à-porter fashion company founded in 1995 in Carpi, Modena, by brothers Marco Marchi (Jo) and Vannis Marchi. The name derives from the nickname "Jo" used by Marco and a childhood companion's nickname "Liu." The company originated as a small textile operation and developed during the mid-1990s into a major Italian fashion label. As of 2022, Liu Jo operates 160 stores in Italy and approximately 200 internationally, concentrated in Europe. Distribution began through multi-brand retail channels before transitioning to a single-brand channel domestically and internationally.

No named creative director is documented in the source material; Marco Marchi is identified as founder and creative director. The brand's aesthetic direction is implied by its prêt-à-porter positioning, mid-to-premium Italian fashion market, and the campaign models documented: Kate Moss (Spring-Summer 2011), Dree Hemingway (Fall-Winter 2014), Karlie Kloss and Jourdan Dunn (2016), Martha Hunt and Jasmine Tookes (2017), Joan Smalls and Anna Mila Guyenz (Fall-Winter 2017). The Blugirl and Miss Blumarine acquisition introduces a specifically romantic, floral design direction into the group.

Founded in Carpi - historically a centre of knitwear and textile manufacturing in the Emilia-Romagna region - Liu Jo expanded progressively from its core Liu Jo and Liu Jeans women's wear collections. Within five years of founding, the company launched an accessories collection (jewellery and watches), a Baby collection for girls, an Underwear and Beachwear collection, and Homewear. A dedicated footwear collection followed in 2008. In 2012, Liu Jo opened a 350 square metre flagship store in Milan. In 2013, Liu Jo signed a licence agreement with Marchon Eyewear to manufacture eyewear under the brand.

In March 2017, a corporate reorganisation reduced Vannis Marchi's role to minority shareholder (approximately 10%), with Marco Marchi retaining controlling interest. In November 2019, Marco Marchi entered the Coin department store chain as a 15% investor. Also in November 2019, Liu Jo acquired Blufin - the fashion house founded in Carpi by Anna Molinari and Gianpaolo Tarabini - and its two brands: Blugirl and Miss Blumarine. This acquisition formed the basis of "Italian Excellence," a holding company intended to aggregate high-end Italian fashion brands. Anna Molinari was retained in an ambassador role.

Core apparel: women's wear (Liu Jo), denim (Liu Jeans). Extended categories include: jewellery and watches, baby and girls' clothing, underwear, beachwear, homewear, and shoes (from 2008). Eyewear licensed to Marchon Eyewear (from 2013). Acquired brands: Blugirl and Miss Blumarine (from Blufin, November 2019).

Distribution model: single-brand own stores (160 Italy, 200 internationally) plus multi-brand wholesale channel. Eyewear is the one documented outbound licensing arrangement (Marchon Eyewear, from 2013). The 15% stake in Coin (November 2019) creates a retail investment relationship with a major Italian department store chain. No other licensing-out programmes are documented. The "Italian Excellence" holding structure (from 2019) positions Liu Jo as a consolidator of Italian fashion assets rather than a pure licensee.

Mid-to-premium Italian fashion brand with a multi-category product architecture. Positioned within the Italian domestic market as a major prêt-à-porter label with 160 stores; internationally present across Europe. The Blufin acquisition and Coin stake signal ambition to consolidate Italian fashion assets and expand retail influence beyond direct Liu Jo retail. The founding location in Carpi connects Liu Jo to northern Italy's textile manufacturing heritage.

Liu Jo's core product range spans multiple categories where surface design is central to product differentiation:

Underwear and beachwear: These categories depend heavily on printed fabric, seasonal colourways, and decorative surface treatments. As a brand with a dedicated Underwear and Beachwear collection, Liu Jo operates in inherently print-intensive product lines.

Blugirl and Miss Blumarine (acquired 2019): Blugirl and Miss Blumarine are Italian fashion brands associated with a feminine, floral, and romantically decorative design vocabulary - a print-forward aesthetic grounded in Italian luxury prêt-à-porter. Their acquisition brings distinct surface pattern identities into the Liu Jo group.

Textile origin: Liu Jo originated as a small textile industry in Carpi before developing into a fashion brand - establishing design and material development as foundational to the company rather than a later addition.