Fashion's floral invasion took a fascinating turn at the Milano Moda Donna Fashion Week Jo No Fui Spring Summer 2012 presentation, which went botanic and zooms on plants, flowers with a microscope.
Italian brand Jo No Fui showcased a series of shorts, tops, skirts and dresses with amazing bio cellular patterns. The beautifully flowing pret-à-porter garments guarantee an earthy, botanical and even bionic feel. Jo No Fui's imaginary microscope observes underwater plants, parts of trees and even cells of the bamboo: a 'Macro Flora Extavaganza.' The collection's color palette uses all shades of green, light blue, warm brown and funky orange.
Jo No Fui was founded in Rimini, Italy by a fashion-addict architect, Alessia Giacobino, in the late 90s. At the time, Giacobino worked as an architect and created interiors for famous fashion boutiques on the Adriatic coast. As a first step towards fashion, she designed a capsule collection to one of her fashion retailer clients. It was a hit, and soon Giacobino's fashion designer career and her Jo No Fui line took off. She has presented a collection at Milan Fashion Week since 2006.
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