Here's how the Liu Jo Circle launch in Milan went At Milan Fashion Week, the new chapter was celebrated alongside Elodie and the brand's community

On the evening of September 24th, Liu Jo switched the lights back on at its flagship store on Corso Vittorio Emanuele II, bringing together press and brand community to discover Liu Jo Circle, the brand's new retail concept. A DJ set by Debora Gjergji accompanied the opening as guests stepped into the renovated spaces for the first time — designed to tell the Liu Jo story through an experience open to discovery. The project, signed by Studio63, transformed the store by combining steel, mirrored surfaces and technology. Three large petal-shaped screens guide the eye from the ground floor to the mezzanine and up to the classic room, the heart of the new concept.

The true star of the evening was the denim customization corner. With the support of the Denim Creator, guests were able to experiment with crystals, embroidery and laser treatments applied to denim — one of the signature categories in Liu Jo's history. Each intervention allows the garment to be transformed according to personal taste, turning it into a one-of-a-kind piece, in a moment of creativity and sharing.