Andres Sarda was the eye-catcher during Madrid Fashion Week: our Spanish luxury lingerie brand was given the great honor of opening the nation’s largest fashion event with its catwalk show. The dazzling show was a wonderful tribute by Nuria Sarda to her father and founder of the brand Andres Sarda, who passed away in September last year.
The show was opened by four emblematic Spanish models from the 1990s who used to pose for the brand: Judit Mascó, Verónica Blume, Vanesa Lorenzo and Martina Klein. The show featured designs from the new Fall-Winter 2020 collection as well as iconic archive pieces, such as the mantilla that caught the eye of Jackie Kennedy during her visit to the Vatican in the 1960s.
Since 1996, the Andres Sarda’s collections are presented on the Gaudí Barcelona and Madrid Fashion Week catwalks. On these occasions, the press and the public are immersed in a dreamy experience resulting from a masterful combination of stage design, music and handcrafted garments. The Andres Sarda shows have become some of the most highly anticipated events of the Spanish fashion scene.
A panel of 350 independent stores from France, Germany, Italy, the UK, and Spain declared Van de Velde as winner of the Intima Award 2019 for Bestselling Lingerie Group in Europe. Van de Velde claimed as much as 46% of the votes, which re-affirms our strong position on the European lingerie market.
Furthermore, PrimaDonna was also awarded. Our brand, which is dedicated to bigger cup sizes, gained the Intima Award 2019 for Bestselling European Brand for the third year in a row!
Intima handed over the Awards to CEO Marleen Vaesen, Chairman of the Board of Directors Herman Van de Velde and Head of Design Liesbeth Van de Velde at the SIL event in Paris last weekend.
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.
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."