A birthday for an icon!

Marie Jo’s Avero is turning 20 and we’re dedicating the anniversary collection to fans. Avero, the iconic Marie Jo style is celebrating its first 20 years. The Belgian lingerie label is taking this opportunity to thank all Avero fans.

‘For 20 years now our Avero has been wowing fans around the world, from Switzerland to the United States. Two decades ago this style sent shockwaves through the world of lingerie and it remains incredibly popular and totally now,’ says Lieve Vermeire, head of design at Marie Jo. The unique combination of the avant-garde check pattern, the perfect fit and the adorable shoulder straps with daisies, make the Avero the only genuine daisy bra.

Co-creation, Marie Jo fans join the design team

Last year Marie Jo launched a competition on the Avero Anniversary Edition. Avero wearers were able to vote for their favourite colour. The two most popular colours – a sweet watercolour print and a naughty powder pink – will hit shops in April 2016 in a limited edition.

The co-creation concept fits in perfectly with Marie Jo’s contemporary view of fashion. The brand has long made its mark on the lingerie world with its innovative Belgian signature. In this time of collaborations between labels, Marie Jo takes it to the next level. The brand will give every Avero fan the opportunity to personalise her anniversary edition in an online competition. The result is a unique, personal Avero birthday bra. Original and cheerful! And as soon as all entries are in, Marie Jo will choose the 20 winners who will receive their very own set.

With the ‘Created for living and loving’ strapline Marie Jo addresses every self-assured woman who wants to make a feminine yet elegant statement. Marie Jo gives those self-assured women the opportunity to express themselves through co-customisation. Avero has exuded these values for 20 years – with success. Making it the ideal bra to underscore that vision even more.

About Avero

The Avero bra was a revolution at launch. The innovative combination of avant-gardist checked fabric, a perfect fit and the cute shoulder straps had never been seen before. It’s that unique identity that makes Avero so iconic and ensures it continues to sell well two decades later. In that time, 40 variants have been produced. A new design is released every year, with new colours, decorations or styles.


Carine De Valkeneer, who designed the well-known piece of lingerie, has joined the anniversary celebrations. Carine had the idea of combining checks and flowers when visiting Interfilière, the annual trade show for lingerie materials in Paris. The iconic Avero bra with the famous shoulder straps with daisies is het result of a partnership with renowned Swiss embroidery specialist Forster Rohner AG. The high quality and reliability of Forster Rohner AG are major factors in the success of Marie Jo’s Avero bra. The company has made its name in a string of partnerships with the world’s leading lingerie and haute couture labels.
Marie Jo sources its checked fabric from Belgian supplier Liebaert. From the very beginning this company has helped create the iconic Avero bra’s perfect fit by supplying fine, highly technical materials. In doing so, Liebaert helps create trendy new colours for Avero lovers every year.

About Marie Jo

Marie Jo revolutionised the lingerie industry in 1981 with a trail-blazing Belgian signature: the label combines discreet luxury with novel designs. The lingerie label caters to self-assured women who want to make a seductive but refined statement

About Marie Jo

The Belgian label Marie Jo 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 its principle of 'celebrating the everyday,’ Marie Jo designs lingerie for confident women determined to make a strong yet refined style statement in high-quality lingerie worn as an ode to themselves. Marie Jo lingerie is ‘created for living and loving,’ made to embrace every aspect of the day, and offers women the luxury of beauty every day. This beautiful lingerie is made for women by women. All of our designs are tested to perfection by real women in our ateliers, the beating heart of Marie Jo.

In 1997, Marie Jo launched L’Aventure, a minimalistic lingerie collection that combines ultra-feminine style with clean lines. In 2018, the range was expanded with the addition of Marie Jo Swimwear, an iconic collection of high-quality and stylish bikinis and swimsuits.

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Marie Jo
Van De Velde
Lageweg 4
9260 Schellebelle (BE)