Jo No Fui

Clockwise (from top left): The designer, Alessia Giacobino being interviewed, Giovanna Battaglia in a JO NO FUI dress, an image from the S/S12 JO NO FUI campaign.

No no no. It isn’t the latest kitchen favorite at Indochine. JO NO FUI is the label belonging to Rimini Italy-based designer, Alessia Giacobino. Her story is somewhat akin to American designer Kelly Wearstler. Trained as an architect, set up shop as an interior designer, always wanted to design clothing…and then one day a fairy godfather was  so taken with Giacobino’s style and talents as an artist and interior designer, that he convinced her to design a capsule collection of clothing for his upscale boutique. The rest is catwalk history. Counting fashion gatekeeper Giovanna Battaglia as one of her adoring fans, this woman is one to watch. Fond of color and fluidity in her collections, and always incorporating elements that translate a passion for travel and culture, her S/S12 showing was described as having “the atmosphere of a pool party in modern Hollywood…with bon-ton tropical glamour”. Well pass the frozen umbrella drinks! For now, random pieces are available at,  and or you can see the entire collection at Soon, however, I’m predicting she’ll be cannon-balling into celebrity closets everywhere.

Pieces from the S/S12 “pool party”runway and (bottom right) the designer in her own foulard printed pants.


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