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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.


PrimaDonna named best-selling European brand

The lingerie brand PrimaDonna, which is part of the Belgian lingerie fashion house Van de Velde, has been named the best-selling European brand by Intima Magazine for the second year in a row. During the magazine's annual poll, 350 independent lingerie shops in the United Kingdom, Spain, Italy, France, and Germany were asked to identify their best-selling European brand. PrimaDonna received the most votes and came out on top yet again.

‘We are extremely proud to receive this award for the second time in a row,’ says Van de Velde CEO Erwin van Laethem. ‘A product that looks fantastic, feels comfortable, and fits perfectly is a unique combination for women with a larger cup size. I want to heartily thank all PrimaDonna design and sales teams for their passion and commitment. We hope to inspire even more women in 2018 to embrace their curves and strengthen their self-image.’

If you want to see how the PrimaDonna team has celebrated, click here: the

Digitization and automation at Van de Velde

On Saturday 20 January, Van de Velde featured in De Markt, an economic affairs programme run by the Flemish broadcaster VRT. In the programme, the public broadcaster takes an ever closer look at a specific aspect of the economy. This episode focused on how digitization and automation is changing business.
While VRT was drawn to the negative side of this evolution, Van de Velde's CEO Erwin Van Laethem shone some light on its positive aspects. Van Laethem described how the business's search for innovative, digital profiles is having a positive effect on job growth. If you are interested and want to be part of Van de Velde's and its brands’ digital evolution, make sure to keep a close eye on our job openings.