Jordy Arthur: the daisy bra goes couture
The daisy bra turns 30, and Marie Jo is celebrating in style. To mark the occasion, the brand teamed up with Belgian fashion designer Jordy Arthur for an exclusive couture collaboration: a one-of-a-kind reinterpretation of the archival daisy corset. The result is both a love letter to three decades of iconic design, and a showcase of what fashion can do.
A match made in fashion heaven
Jordy Arthur is a Hasselt-born fashion designer. Known for his joyful approach to design, Jordy has collaborated with top fashion and lifestyle brands around the world. His work is bold, fun and expressive: a spirit that perfectly matches the playful confidence of the daisy bra.
From atelier to avant-garde
With this brand-new collaboration, Jordy Arthur’s creative vision meets the savoir-faire of the Marie Jo atelier in Schellebelle. Together, they reimagined the daisy corset as an exclusive couture creation. The piece honours three decades of iconic Avero design while showcasing the skill and innovation that will define its future.
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The dress is also designed with versatility in mind and can be styled in multiple ways: with or without the tulle skirt, depending on the desired look - from sculptural statement to more understated elegance.
The design makes intensive use of signature bra straps and clips, subtle references to the origins of the piece. And for those who look closely, a surprising detail reveals itself: almost inception-like, an Avero flower reappears on the inside of the dress - a nod to the iconic design where it all began.
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Elise Van de Meulebroucke
30 YEARS OF MARIE JO AVERO | THE DAISY BRA
Born an icon. Still an icon.
In 1996, Marie Jo turned heads with a bra that broke all the rules. Avero’s signature checked fabric – originally developed for swimwear – became the unexpected foundation of one of the most recognised designs in lingerie. With its bold fabric and feelgood daisy straps, Avero proved that a bra could be playful, comfortable and fashion-forward all at once.
Three decades, 56 recolorations and millions of fans later, the daisy bra is still a wardrobe staple for women across the world. In 2026, Marie Jo celebrates the design’s 30th birthday with a year-long line-up of brand-new launches: fresh seasonal colourways, exciting new series and exclusive fashion collaborations that prove Avero’s power to reinvent itself, time and time again.