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Liu Jo inspires in Berlin: denim event for modern women!
On October 15, 2025, Liu Jo celebrated the denim collection “From Denim to Berlin” on Kurfürstendamm in Berlin with influencers and musical entertainment.
Liu Jo inspires in Berlin: denim event for modern women!
On October 15, 2025, Italian fashion brand Liu Jo held an impressive event to present its latest denim collection “From Denim to Berlin”. The glamorous event took place on Kurfürstendamm, in the immediate vicinity of the Liu Jo store. The aim of the event was to activate the female target group in Germany and increase brand awareness. Marco Marchi, CEO of Liu Jo, emphasized the importance of focusing on modern femininity, Italian elegance and self-confidence. Fashion Network reports that Liu Jo transforms denim into a personalized experience, effectively conveying the brand's values.
Among the numerous guests were fitness influencer Ngoc Tran as well as numerous other influences, including Lindasza, Yuki_Injo, and Sophia Geis. The influencers present received individually designed goodie bags that they could personalize on site. The event was accompanied by music from the DJ duo NXN, who created a lively atmosphere. The creative element of the evening aimed to create a connection between the brand and guests by bringing together a diverse group of talent.
Denim and digital innovation
The fashion industry in Germany is currently experiencing profound changes, according to a report by Oxford Economics shows. In 2023, the industry contributed around 70 billion euros to Germany's gross domestic product (GDP) and supported around 1 million jobs. Although gross value added has fallen by 12% adjusted for inflation since 2019, there are still opportunities in sustainability and digital innovation that could be crucial for the future of German fashion.
The challenges in the industry, such as high production costs and insufficient cultural anchoring, require targeted support from politicians. The experts recommend a clear focus on sustainability as well as strengthening domestic production and digital infrastructure to ensure competitiveness.
Expanding brand presence
In addition to the activities in Germany, Liu Jo held a pop-up event in Madrid in May 2025, where visitors could witness her creative design of bag charms with red crystals. RGNN reported an innovative approach that also included the process of denim distressing. Such interactive experiences underline the trend of actively involving consumers in the creative process and giving them the opportunity to deepen their personal connection to the brand.
In summary, the current trend shows that brands like Liu Jo want to be noticed not only through innovative products, but also through a strong and emotionally charged brand experience that appeals to consumers and gives them the opportunity to become part of the creative process.