“The denim market is moving away from a single dominant silhouette”

The denim market no longer revolves around one fit that sets the tone. Consumers expect variety and freedom, while paying ever closer attention to quality and the value of what they buy. For Italian fashion brand Liu Jo, where denim has long been at the core of its identity, that is the reason to put the category back in the spotlight.

The brand is doing so with the ‘Gigi Hadid Edit’, a selection of Liu Jo pieces curated by Gigi Hadid, featuring digital prints and embellishments on denim. Maurizio Croceri, CEO of Exelite, Liu Jo’s parent company, explains how the brand views denim and the market.

A varied denim market

“The market is moving away from a single dominant silhouette,” said Croceri. “Relaxed and wide-leg fits coexist with more structured or body-conscious shapes, and the same wardrobe can include both clean, essential washes and more expressive finishes.” What matters is that every design feels relevant, wearable and distinctive.

At the same time, customers are increasingly attentive to quality, versatility and product value. That has consequences for the way brands innovate. “Innovation cannot be purely aesthetic,” said Croceri. “It must improve the way denim fits, feels and lives in everyday life.”

From product category to brand expression

Denim has always been a foundational part of Liu Jo, but its role has changed over the years. From a key product category, denim has grown into an expression of the brand’s expertise and attitude.

Liu Jo continues to reinterpret denim through new fits, treatments and styling. In doing so, the brand holds on to what has always distinguished its approach: femininity, attention to fit and the combination of accessibility and desirability. “Today, denim is both a link to our heritage and one of the most effective ways to communicate the contemporary evolution of Liu Jo,” said Croceri.

Technology and craftsmanship

The new edit brings technology and craftsmanship together. Technology allows Liu Jo to explore new surfaces, effects and ways of working the fabric, while craftsmanship gives each piece depth, precision and character. Digital printing creates unexpected graphic surfaces, and embellishments add light and texture to lived-in constructions.

“The objective is not innovation for its own sake,” Croceri emphasised, “but a product that feels contemporary, desirable and unmistakably Liu Jo.”

A new audience

For the project, Liu Jo chose Gigi Hadid, who combines global relevance with a distinctive, contemporary sense of style. Rather than a classic capsule collection, the project took the form of a curated edit. “A curated edit felt like the most authentic format for the project, allowing her to express her personal perspective through a selection of Liu Jo pieces,” said Croceri.

With the edit, Liu Jo aims to strengthen its dialogue with a younger, international and culturally connected audience: consumers who discover brands across different channels and look for a clear point of view rather than a prescribed image. The ambition extends beyond age.

“We are speaking to women who value individuality, versatility and authenticity, and who see fashion as a way to express themselves,” said Croceri. The project allows Liu Jo to reach them with greater authority while remaining anchored in its own identity.