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Unique fashion show for 100 years Van de Velde

Van de Velde exists 100 years and therefore celebrates a century of exceptional craftmanship, love and passion for lingerie design. The lingerie company opened this special festive year with a unique fashion show for international press. They showed the current collections of Marie Jo, PrimaDonna and Andres Sarda but also gave a peek of the exclusive vintage lingerie from the rich Van de Velde archive. The result was an unforgettable ode to 100 years of lingerie – from vintage corset to trendy bralette.


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Van de Velde and BOIC together on the road to Tokyo 2020

Van de Velde and the BOIC have announced that the lingerie group will become an official partner of the BOIC and will design the lingerie for Team Belgium's female athletes participating in the 2020 Olympic Games in Tokyo.

Thanks to PrimaDonna Sport, a collection of trendy sports bras with an excellent fit, women get the support they need during exercise. Moreover, beautiful lingerie gives a boost to your self-confidence: PrimaDonna wants to give our female athletes a boost to achieve the best results in Tokyo.

Marleen Vaesen, CEO of Van de Velde: "We are very proud that we can offer our Belgian athletes the necessary support: not at the Olympic Games in Tokyo, but also in the pursuit of gender equality in the sports world. Our sports bra, which will be part of Team Belgium’s official outfit, is an absolute winner with a proven track record. After an extensive sports bra test, researchers from the University of Portsmouth concluded that PrimaDonna's patented sports bras not only have trendy looks, but also provide the very best support for your breasts during exercise. And of course, as a Belgian lingerie company, we are very proud to be able to support Team Belgium with our lingerie at a prestigious sporting event such as the Olympic Games."


PrimaDonna and Marie Jo launch limited editions in honor of 100 years of Van de Velde

Lingerie that fits perfectly and looks good can really boost your self-confidence. Van de Velde, the Belgian lingerie group behind PrimaDonna, Marie Jo, and Andres Sarda, has been designing the most beautiful lingerie with the very best fit for a hundred years, from their studio in Schellebelle.

To celebrate this exceptional anniversary, PrimaDonna is launching two luxurious party editions of lingerie icons Deauville and A la folie. Marie Jo celebrates 100 years Van de Velde with a festive and unique version of its style icon Avero.

To mark the occasion, the campaign visuals were photographed at the studio, as a tribute to all the women who have put their hearts and souls into producing the most beautiful and comfortable lingerie over the past 100 years.

Marie Jo wins Freundin Perfect Piece Award in Germany

The lingerie label Marie Jo, which forms part of the Belgian lingerie fashion house Van de Velde, is delighted to have won a Freundin Perfect Piece Award in Germany. Every season, the fashion and beauty magazine Freundin – one of Germany's most popular media titles – declares one particular garment or accessory to be the ultimate favorite product for the season. Marie Jo's Sakura set was pronounced the must-have in the category lingerie for the coming season (until winter 2019) by the Freundin jury.

Fashion designer David Tomaszewski and textile specialist Sabine Spieler were members of the Freundin jury this season, and reached their decision in consultation with the editorial team and a Freundin reader. They ranked the Marie Jo lingerie set above the many other candidates within the category. “We have come to the conclusion that Sakura is an absolute essential in any woman's winter wardrobe. That is why we have crowned it Freundin Perfect Piece,” explains Freundin.

For Van de Velde, this Perfect Piece Award is a recognition of Marie Jo's strength and world class. The Belgian label revolutionized the lingerie world in 1981 by offering women beauty and comfort combined. Since its inception, the brand has been committed to creating designs that feel as amazing as they look. With this unique combination, Marie Jo is also able to impress more and more women in fitting rooms around the world.