Marie Jo embraces the rise of visible lingerie for AW26
Lingerie is no longer staying behind closed doors. From Paris runways to everyday wardrobes, intimate pieces are stepping into the spotlight as key elements of personal style. With its AW26 collection, Marie Jo embraces this shift, introducing a wardrobe of fashion-forward lingerie designed to be seen.
This season, bodysuits become statement pieces, bralettes move beyond basics, and iconic silhouettes are reimagined for a new generation of women who dress for themselves. Blending contemporary styling with Marie Jo's signature craftsmanship, the collection explores the growing intersection between lingerie and fashion.
Lingerie takes centre stage
Once considered an invisible layer, the bodysuit has evolved into a fashion essential. Marie Jo's AW26 collection responds with striking styles designed to move effortlessly from intimatewear to outerwear.
The Tom body in black velvet and the Musea body in warm brown showcase rich textures and refined silhouettes that invite styling beyond the bedroom. Whether layered beneath tailoring or worn as a standalone statement, they embody a modern approach to feminine dressing.
The bralette, redefined
As fashion continues to favour ease and versatility, the bralette has emerged as one of the defining silhouettes of contemporary lingerie.
Marie Jo interprets the trend through Juliane, Linaa and the newest addition to Soft Studio, offering wireless styles that balance elegance, lightness and effortless wearability. Designed to be glimpsed beneath a blazer, layered under knitwear or styled as part of a complete look, these pieces blur the line between lingerie and ready-to-wear
Soft Studio evolves
For AW26, Soft Studio expands beyond its lingerie roots with new tops and bodysuits that reflect changing wardrobes and changing lifestyles.
Created for women who value both softness and style, the new pieces are designed to be worn however the moment calls for it: layered, styled or simply on their own.
An icon, thirty years on
Few lingerie designs achieve true icon status. Marie Jo's Avero is one of them.
Celebrating its 30th anniversary this year, the beloved daisy bra continues to evolve while remaining instantly recognisable. For AW26, the icon returns in velvet blue and olive green, bringing a fresh fashion perspective to one of the brand's most enduring designs.
The season also introduces a limited-edition Avero Black Tailor, crafted from recycled materials and available exclusively on mariejo.com.
The Marie Jo AW26 collection is available online and through selected retailers from September 2026.
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.