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Marie Jo is Belgian Fashion Brand of the Year!

Marie Jo is the winner of the first-ever Belgian Fashion Brand of the Year Award, an award granted by Flanders DC, Weekend Knack and MAD Brussels. Thanks to the support shown by the Belgian public, for the next twelve months Marie Jo holds the title of ‘Fashion Brand of the Year’. The lingerie label beat 23 other premium Belgian brands to become Belgium’s favourite fashion brand.

For Van de Velde, the award is recognition of the power of the world-class Marie Jo lingerie brand. Ever since the brand was launched in 1981, Van de Velde has worked to inspire women and strengthen their self-image with seductive, refined Belgian lingerie. Marie Jo has been able to convince more and more women worldwide in the fitting room.

“Being able to take this award home with us is recognition of our passion and proof that we can count on a host of loyal fans. Marie Jo women are certainly power women that make their voice heard,” says Lieve Vermeire, Brand Design Manager of Marie Jo.

Van de Velde CEO Erwin van Laethem proudly adds: “Resolutely choosing what consumers want, with a product that looks fantastic, but at the same time is also comfortable and fits perfectly is a proven recipe for success. I would like to give a big thanks to all Marie Jo fans for their support and I dedicate this award to them. We are grateful to have the opportunity to empower them with our lingerie day after day”.

An extra big thank you to the Marie Jo team of course, which works with our brand every day. From the first sketches made by our designers, over the whole value chain and our sales & marketing people, until the fitting room. A Marie Jo product goes through many skilled and passionate hands before the consumer in the fitting room can feel and see how good this lingerie makes her look and how well it fits her. Marie Jo won this award thanks to all of them.


Will Marie Jo win the Belgian Fashion Award?

The first Belgian Fashion Awards will be presented on November 16th and we are so proud: Marie Jo has been nominated for Fashion Brand of the Year!​

Flanders DC (Flanders District of Creativity), Le Vif Weekend, Knack Weekend and MAD (Brussels Fashion and Design Platform) are joining forces to put established names and emerging talent from the Belgian Fashion industry in the spotlight.

The Belgian Fashion Brand of the Year is a public award. Together with 23 other brands, we are hoping to take this award home with us.


So we need your help to achieve this! You can vote for Marie Jo (n°13) from today up until 10 November by clicking here


We are already bursting with pride, because this nomination is a recognition of our passion: supporting self-assured women every day with enchanting, refined Belgian lingerie.

Thank you for your vote! 

#belgianfashionawards2017 #ikkoopbelgisch #jachetebelge

PrimaDonna Awards announced in Paris

On September 23d, PrimaDonna presented her international PrimaDonna Award for the third time. The honorary title is awarding lingerie specialty stores that offer the ultimate Lingerie Styling experience and work to make every woman shine in her lingerie.

Recognition for the best lingerie styling experience

Twenty Lingerie Styling Specialty stores from Belgium, the Netherlands, France and Germany were nominated. They all received the special PrimaDonna Award label, a coveted recognition of the quality and top service of their boutique.

Congratulations to the winners

The winners of the public price received the most votes from consumers in their country. The jury price is based on, among others, mystery shopping visit scores.

  Winner Public's Award Winner Jury Award


Lingerie Ohlala (Lendelede)

Lingerie Marie (Wervik)


Kaline (Arras)

Miss Lingerie (Hagondange)

The Netherlands

Wala (Wormerveer)

Riets (Groningen)


  Gaby’s Wäscheladen  (Kirchheimbolanden)

Wohlgefühl (Lübbecke)


"Buying lingerie is a personal and intimate experience for every woman. The right size, advice and styling in the fitting room are the starting point for ultimate customer satisfaction. With this award, we emphasize the personalized approach that lingerie requires. The right lingerie makes the difference for self-confidence. With our top product we support women literally and figuratively in their self-confidence.That is what is so great about our job." Erwin Van Laethem, CEO Van de Velde




PrimaDonna Swim N° 1 swimwear brand in Spain in 2017

In Spain, PrimaDonna Swim has been named the “Best sold swim brand” in 2017. Intima Magazine, the premium lingerie and swimwear magazine, asked 500 lingerie retailers in Europe and North America about the best-selling swimwear in their boutiques.

PrimaDonna came in first in Spain. A fabulous performance for swimwear that only came on the market a few short seasons ago.

Moreover, PrimaDonna Swim is also one of the favorites in a solid second position, not only in France, Germany but also in the United States & Canada.

PrimaDonna had received the “Best selling European brand 2016” award at the beginning of the year.