JO NO FUI

The exotic-sounding name hides the creations of the Italian designer Alessia Giacobino. An architect by training, she masterfully combines constructive design with sensual fur or silk.

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Before joining the fashion world, Alessia Giacobino was engaged in interior design.
From Spanish, the name of your brand translates something like this: "It was not me." Something about this is childish, frivolous ...
I heard this phrase on vacation, on the beach, and I liked the way it sounds. I admit, however, that I chose this name to a greater extent to apologize to my father. He would really like to see me as an architect. My parents always dreamed that I had a classic, reliable profession. Therefore, I began to study the subject, which would be in contact with creativity as much as possible. And I always had a passion for fashion.

How does your architectural past manifest itself in the current work of a clothing designer?
In absolute attention to detail. Everything should be perfect. This is almost a moral issue for me.
Is there anything in common in interior and clothing design?
When I create a sketch of the dress, I think of the woman who will wear it. The same applies to the design of the premises: you must always imagine who will live or work in this environment.
What is the heroine of Jo No Fui?
Incredibly feminine, which with one wave of eyelashes can change the image of the mood - from romantic to rocker. This is a woman who wants to be different.
How do you get started with sketching?
In the beginning there is no specifics, only the desire to create, the feeling, the desire for something - color, fabric, silhouette. The collection is based on these elements. I do not believe in the power of inspiration, for me it is too romantic. All is one single quote. At the same time, good taste acts as a filter through which everything that affects you should pass.Where does the taste come from?
I was born in Rimini. Perhaps the place where you grew up does not affect the formation of color preferences. However, if you grow up in a tourist city, you still see a lot and learn to distinguish between beautiful and not so.
You work a lot with knitted fabrics, fur, leather ...
... and even silk. He is omnipresent! I use silk in all its forms in almost every collection. I also love fur very much; it raises the prestige of the collection. You see, fur turns a woman into a beautiful diva, soft and sensual.
What do patterns mean to you?
They are necessary for us to feel irresistible and attractive. Color has nothing to do with it, only patterns.
Already in the first collections you painted the fabric manually so that each model became unique. What does individuality mean today?
The ability to custom-make a thing, accessory or holistic image. By this I mean this: not only to sew, fit or decorate models, but also to fill them with their own meaning.
So what does a dress from Jo No Fiu do with its owner?
She has an individual style.

JO NO FUI Alessia Giacobino Born in Rimini, her family had a company selling fabrics. On the advice of her father, she became an architect. In 1999, Alessia graduated from the University of Florence and opened her own interior design bureau. One client convinced Alessia to release a capsule collection of clothes. In 2001, the designer founded her own brand. The breakthrough happened after the show in a hotel in Milan, when Alessia immediately had 150 clients. In 2003, the first showroom opened in Milan. In 2006, the Jo No Fui brand first participated in Milan Fashion Week, which in itself is very prestigious. Meanwhile, clothes with this label have already been sold in 250 stores around the world.
Exclusive model from Alessia Jacobino at Burda 11/2013.

Photo: PR
Material prepared by Julia Dekanova