jo no fui

Founded in 2001 by Alessia Giacobino, JO NO FUI is an Italian fashion brand that debuted with a distinctly sartorial style and a sense of sensual femininity. The brand originated from a capsule collection of hand-painted and embellished vintage military apparel, which quickly evolved into a full ready-to-wear line for women. Produced by the company Newport Srl, which Giacobino founded in 2003, the brand established a strong presence in the fashion world, opening a showroom in Milan's Brera district and earning a spot on the official calendar of Milan Fashion Week in 2006.

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