Brand Positioning and DNA
Lookbook: «Autumn Architecture» by Lusio
At first glance, 2MOOD and LUSIO occupy the same visual space: a feminine urban wardrobe, relevant trends, and minimalist pieces and looks that are easily presentable on social media. However, upon deeper comparison, it is important to look not just at the items themselves, but at the lifestyle and identity the brand offers to the female consumer.
2MOOD — emotional contemporaneity, mood, and self-expression
We’ve evolved from being playful and slightly rebellious to a more thoughtful and composed brand. Over the past nine years, our perspective on almost everything has changed, including our wardrobe. Yet, we’ve managed to retain our lightness and our desire to change and experiment.
• Color The palette shifts from capsule to capsule; color is part of the «mood.» In the New Year’s collection, for instance, there is scarlet and black, while the premium line features milky, beige, and brown—deep, dark shades. Of course, floral prints, seasonal items, and bright accents are also present.• Materials The core line includes denim, linen, cotton, knitwear, and suiting fabrics. The premium line now features soft leather and suede, combed wool, and 100% cashmere, merino, Tencel, and satin.• Silhouettes Historically, the main source of inspiration has been the aesthetics of 70s fashion, and the assortment includes items from various styles: classic, boho, casual, and sport. Today, alongside familiar floral dresses, printed T-shirts, and blazers, there is a noticeable increase in suits and sophistication—such as distinctly feminine dresses, trench coats, and expressive looks.• Values The freedom to be different, mood, self-expression, relevance, and diversity of life scenarios.
LUSIO — Quiet Italian Elegance
We all feel sad sometimes; it sometimes feels like nothing will work out. But that is no reason to give up. The right look can radically change your mood. For example, the black tailored suit with the double-breasted jacket by LUSIO will be the foundation of my autumn wardrobe—in it, I immediately feel like a business lady.
• Color Color here is not the main tool, but rather a backdrop for the cut and texture. Monochromatic and natural shades: milky white, beige, gray, black, brown.• Materials The key element of positioning: the catalog is divided by materials—leather and suede, merino, silk, as well as cashmere and Italian linen.• Silhouettes Great attention is paid to the silhouette, tailoring, and fabric quality. The wardrobe is built around cashmere, a white shirt, suit pieces, and outerwear, so the emphasis is on structured jackets, trouser suits, coats, dresses, and minimalist knits.• Values The brand presents itself as a combination of a foundational wardrobe emphasizing elegance, quality, comfort, fit, and feminine style, while keeping up with fashion trends.
Brand Studio
2MOOD Club: Winter in Motion 2026
2MOOD
Women aged approximately 22–35—urban, active on social media, trend-conscious, and who enjoy curating looks and experimenting with style. Income is mid-range. A key characteristic of this audience is community and trust in peers: the brand originated on Instagram, and 11% of surveyed buyers reported that photos of other customers influenced their purchase. Starting in 2026, the audience is expanding as the brand released its first men’s collection.
LUSIO
Women aged approximately 28–45—who work in offices or in managerial roles, valuing quality and versatile wardrobes for both work and weekends. Income is above average. The brand itself describes itself as a store offering Italian-designed business wear for women.
Brand Identity
The Key Figures of 2MOOD — the founders themselves: from the very beginning, they became the primary faces of the brand’s social media, communicating its style, spirit, and mood. Featured in the campaign: actress Diana Pozharskaya (New Year’s campaign), climber Alina Pekova (travel collection), and singer Musya Totibadze (summer lookbook, «How Summer Sounds»).
The LUSIO brand relies not on faces, but on the designer’s name and culture: the autumn capsule La Donna Seen was created by the Italian designer Gianni Stracquadanio and was also a collaboration with the concert company «Phenomen Culture.» The items themselves and the photoshoots in beautiful locations effectively serve as the brand’s face.
