JO NO FUI debuted with its first collection in 2001, a total woman look featuring a distinctly sartorial style that transmitted sensual femininity.

The personal contacts that Alessia Giacobino was able to create with owners of the most important boutiques ensured that distribution grew rapidly, and in 2003 she founded Newport srl, the company that produces and distributes her brand.

In the same year, JO NO FUI opened a showroom in the heart of ^[0]