New things tend to start from the bottom up. Giorgia Caovilla, founder of O Jour, has become known for her very chic mid-heels that can be worn all day long, any day of the week.
Fashion (and above all, shoes) has been in Giorgia’s DNA since she was born. For 11 years, she worked alongside he father, René Caovilla (founder of the eponymous luxury brand), focusing on the development of the company in America and the rest of the world.
The launch of O Jour in June of 2010 was met with immediate success thanks to its Made in Italy craftsmanship and its romantic, cheerful aesthetic.
O Jour in 3 words.
Fun, feminine and pleasant.
Most memorable shoes.
A pair of pumps that Taylor Swift chose and that represent exactly what I want: simplicity with a touch of femininity.
Who would you like to see in your shoes?I really wanted to see them on Charlotte Casiraghi and that wish actually came true. At the time, it seemed so unlikely that Taylor Swift would wear one of my creations, but she did!
What does your personal shoe collection say about you?
The shoes I wear say that there is a harmonious balance with a hint of madness within me.
And the O Jour collection?
My greatest desire is to be moderate, but never banal. The game becomes difficult when these two concepts have to not only coexist in a shoe, but constantly be reinvented – at least every two months, for each collection.
The inspiration behind the Spring/Summer 2014 collection.
I was inspired by the colors and smells of an Italian garden starting with the shapes of an iron gate to the trimmed hedges and finishing with the explosion of colorful flowers. Each model pays tribute to a flower after which it is named.
What did you have on your mood board while you designed this collection?
I imagined the shoes as flowers – leaves as the top part, petals as bows, heels as stems – not to mention the kaleidoscope of materials and colors.
Why do you think women are so passionate about shoes?
I believe women love shoes so much because they are an accessory that is both fundamental and complicit in their femininity. Everyone can wear shoes without thinking “do they look good or bad on me” as one does with clothing, kind of like men and their ties. They are the secret to always feeling perfect.
If you hadn’t become a shoe designer, what would you have done?
I would have become the happiest, busiest mother of 10!
A shoe care tip.
Change them often, never wear them out too much.