LOIS JEANS FIRST EVER SHOW IN COMO PRESENTING THEIR SS23 COLLECTION
Spanish jeans brand Lois Jeans unveiled her new SS23 collection ‘Porto di Como’ with its first-ever fashion show in Italy. Lois took over the historical location of Acqua di Bianchi in the picturesque village of Taceno, near Lago di Como, with a homage to Italian music and heritage. Here in the flower-filled valley of Valsassina, amidst the mysterious chills and luscious trees, lies the mineral water source of Aqua di Bianchi.
Discovered in 1839 by Antonio Fondra di Taceno, the clear and deep aqua holds many fascinating tales. After forty years of natural filtration through a mountain chain, the water flows into the ‘Sorgente Grotto’ of Tartavalle. This oasis of nature became an unexpected scenery for the 16th collection show Porto di Como, where the stories of Lois and the water flow as one.
As a ballad of exceptional elegance and striking designs, the sixteenth collection is inspired by the enchanting ambiance of Lago di Como. A palette of clean whites, deep blues and soft yellow tones flow together with fresh orange details that symphonize in perfect harmony.
Floral artworks, elegant shapes and sweet tones capture a story of swooning romance – while iconic jeans sets, jacquard patterns, low waisted 90’s fits add a dose of coolness Lois is known for since 1962. It is this strong foundation that led the brand to weave the celebration of our sixtieth anniversary through the collection. Elevated 60’s styles from the past are reinvented as we’re going all out with prints that capture the essence of our heritage.
The sixtieth anniversary of Lois came together in the finale where the models walked on the iconic ‘Take A Chance On Me’ song of ABBA, who Lois is known for sponsoring the week before they won the Eurovision Song Contest in 1974.
Among the runway models were Lois muses from past years, such as Dutch icons Rianne ten Haken and Ton Heukels and Lois campaign stars Nour Lwasi, Jena Goldsack and Robin Hölzken.
‘Let the minerals run through your veins, dance to the opera, drink to the mountains and sing to the Lago di Como.’