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Welcome to Boutique Bra-vo!

Normally, our retail partners, the local lingerie boutiques, are always there for their customers. But because things haven't been easy for them during the corona crisis, we want to reverse the roles: now customers can give their local boutique a boost, via our 'Boutique Bra-vo' contest.

Customers can leave a message via 'Boutique Bra-vo', telling us why their favourite lingerie boutique is so great. All messages are shared with the boutiques afterwards, to give them a boost. Ready to say Bra-vo?

Boutique Bra-vo Marie Jo:

Boutique Bra-vo PrimaDonna:

Van de Velde makes sustainable mouth masks for employees and retail partners

Van de Velde believes that taking care of each other’s well-being is crucial in these times. And if we can do so in a fashionable and sustainable way, even better!

That is why we decided to gift reusable face masks to our employees and retail partners, made by the seamstresses in our atelier in Schellebelle with leftover fabrics from our lingerie and swimwear collections. It should come as no surprise that our employees and retail partners are proud to wear their carefully made, sustainable and fashionable masks to help keep those around them safe!

Thank your hero!

Our brands Marie Jo and PrimaDonna would like to thank all the heroes who have worked or are working hard for others in this challenging period. Because we all know someone special whom we admire right now: someone who is working non-stop in a crucial sector, someone who helps out a neighbor in need, someone who combines caring for her family with her busy job... plenty of inspiring examples!

That's why we're launching a 'Thank Your Hero' campaign, where anyone can nominate a personal hero by sharing her inspiring story.


Van de Velde and several partners join forces in sewing surgical masks for local hospitals

Being a family company, Van de Velde attaches considerable value to socially responsible entrepreneurship. This is why part of the seamstresses in the Schellebelle workshop are currently being deployed to sew Type 2 surgical masks for local hospitals. Van de Velde hopes to contribute to making a positive difference in these challenging times through this initiative.

Further to an urgent request issued by the general hospital in Aalst (Algemeen Stedelijk Ziekenhuis, ASZ) Van de Velde decided this week to deploy part of its workshop for the production of Type 2 surgical masks. Following a reorganization of the machinery, and after perfecting the pattern, the seamstresses produced the first batch last Wednesday. The project is a great success: Van de Velde is currently supplying the hospital with approximately 1,000 surgical masks each day, a portion of which are subsequently distributed by ASZ among the other hospitals in the region.

These seamstresses are using a sterile fabric which is provided by the hospital. Working in a thoroughly cleaned and disinfected, sterile environment, the seamstresses wear gloves and a face mask to ensure a strict level of hygiene.

Several partners are involved in this wonderful initiative who, just as Van de Velde, are lending their cooperation entirely free of charge:

• Microtherm, which is part of the Etex Group, is cutting the sterile fabric so that larger volumes can be sewn.

• Jetcar Expressdienst delivers the surgical masks to the hospital – within the space of one hour.

• Consultancy Firm Kearney coordinates the activities between the various companies.

Thanks to everyone’s help and dedicated efforts, this has grown into a successful and – above all – heart-warming initiative.

Marleen Vaesen, CEO of Van de Velde: “Being a socially engaged family company, Van de Velde’s participation in this initiative was self-evident. I am proud that our team was able to roll out this project so quickly, and that we could also count on the support of several loyal partners. In particular, I would like to thank our seamstresses. Their valuable expertise has always made them a crucial link in the production chain, but now they are truly the heart of our company.”

Liesbeth Van de Velde, Head of Design and manager of the workshop: “Our seamstresses were enthusiastic about this initiative right from the very beginning and were keen to offer their support to the care sector in these challenging times. They are not alone: the initiative engendered tremendous support here, and has awakened the interest of all our employees.”

Steven Heytens, Head of Etex: “‘Connect & Care’ is one of the basic values of the Etex Group. Our ‘Stitching for Life team’ was extremely happy to lend a helping hand to Van de Velde and the hospitals in this region. I would like to extend my gratitude particularly to all the employees involved in this project for their dedication and creativity, and for the positive and valuable message they are conveying to all employees in the care sector.”

David Brys, HR Manager at Jetcar NV: “When one of our employees learned that Van de Velde intended to produce surgical masks for local hospitals, we immediately offered our services as a logistics partner. Each and every member of our car team is committed to society and this is reflected in everything our company does. I am proud of our employees and hope that our contribution in getting these surgical masks to the hospitals as quickly as possible will contribute added value to the protection of all employees in the healthcare sector.”

Yvan Jansen, Senior Partner at Kearney: “Solidarity is crucial in these exceptional circumstances. The care sector can use all the support it can get, and we are happy to contribute to this by bringing together parties and coordinating solidarity initiatives.”


The pattern and step-by step sewing instructions are available via this link: