Lingerie Styling

“Lingerie shouldn’t just be good, it should fit perfectly. 
That is why customised advice is so vital when purchasing lingerie. 
The Lingerie Styling label emphasizes the importance of the quality of the lingerie advice.”

Ignace Van Doorselaere, former CEO Van de Velde

That drove Van de Velde to launch Lingerie Styling in 2007. This is an international quality mark for selected specialty lingerie shops that provide the ultimate service experience to each and every consumer. This quality mark is only awarded to shops that have completed professional styling training, in which participants learn how to correctly determine a woman’s size, but also how to create the best customer experience and provide expert advice on cuts, colours, and personal styling.When your lingerie fits perfectly and makes you look your best you’ll feel good about yourself, whatever your outfit. And that’s only possible when your bra is tailored to your figure and the effect you want to achieve. Which is why professional size and styling advice is so important.

PrimaDonna

Ode to Curves

PrimaDonna’s roots go way back to 1865. For a hundred and fifty years, PrimaDonna has kept the same goal: designing perfect-fitting luxury lingerie for naturally curved women who take a large cup.

PrimaDonna gives women who take a large cup the right support, always fits perfectly and creates an elegant female form – all the way up to a J cup. The result of expertise and especially unremitting passion.

In 2010 Van de Velde launched young sister PrimaDonna Twist. This lingerie collection puts a little more emphasis on foam cups, young styles and prints. It is a success story with a growing fan base.

The launch of the very first PrimaDonna swimwear collection in 2013 was the icing on the cake for women who take a large cup. Now they could also count on the very best at the beach and at the pool. PrimaDonna’s fit, quality and gorgeous designs.

In 2015, the brand celebrated its 150th anniversary.

2017: A solid workout boosts your confidence, just like beautiful lingerie. Which is why PrimaDonna Sport is launching a collection of trendy sports bras that fit like a glove and hip sports accessories. From now on you can keep fit in style and comfort. No more excuses not to keep your curvy body in shape. Ready, set, go!

Celebrating curves since 1865.

Marie Jo

Dear customer,

Van de Velde was one of the winners at the first-ever Belgian Fashion Awards with its Marie Jo lingerie brand. Thanks to the support shown by the Belgian public, for the next twelve months Marie Jo is the ‘Fashion Brand of the Year’. The lingerie label beat 23 other premium Belgian brands to become Belgium’s favorite fashion brand.

We have launched an original campaign to say a big THANK YOU to all the loyal fans and customers who voted for us. This is a people’s choice award, so we have our Belgian Marie Jo fans to thank for our success. To show our gratitude, we decided to shower our Belgian fans with flowers – literally. The campaign got underway last weekend with a fine example of ‘female empowerment’ in fashion mecca Antwerp: a heroic bride in Marie Jo lingerie distributed almost 2000 flowers with thank you cards from the air. Last weekend Marie Jo women were shown even more love and gratitude: in every Belgian Marie Jo point of sale they were treated to Belgian chocolate and the chance to win a year’s supply of Marie Jo lingerie. You can see for yourself by watching the short video on our Youtube page and on Kadanza.

As well as our Belgian customers, we wanted to thank you too, for believing in our brand.

Best regards,

Your Marie Jo Marketing team

Created for Living and Loving

Since 1981, Marie Jo has been creating perfect-fit and fashion forward lingerie which honours and empowers women. For more than 35 years, it has been the trusty backbone of many women’s wardrobes, from work to play, from living to loving.

With her ateliers rooted in Belgium, the label is known for its discreet luxury approach and exceptional attention to quality and craft. We carry 2 collections to accommodate different moods, agendas and outfits: The Marie Jo collection brings elegant pieces with couture sensitivity, the Marie Jo L’Aventure collection has a more minimalist, clean and prêt-à-porter flavour.

As a brand, Marie Jo chooses to broadcast a new philosophy on womanhood and a different vision on sexy. One where confidence starts underneath and where women can wear their confidence anytime, anywhere. It is our mission to make every woman feel on top of the world every time she wears her Marie Jo.