Marie Jo focuses on what matters

March 31st. Belgian lingerie label Marie Jo recently debuted a revamped logo along with a refreshing overhaul of its digital spaces. It’s all part of what the brand calls a ‘refresh and refocus’: a renewal of its dedication to creating feelgood lingerie for all women.

Refresh and refocus

Since 1981, Marie Jo has been committed to creating feelgood lingerie. Now, the Belgian label is refreshing its identity with a minimalist aesthetic that reflects a return to the brand's essence. "Our brand refresh is not a change of course, but a refocus on what we have always done best: making women feel their best," says Carole Lambert, Head of Brands at Marie Jo.

Marie Jo’s focus on creating feelgood lingerie is part of strengthening its position as a lingerie love brand. “The numbers show that women who try Marie Jo keep coming back," says Carole. "They trust us, because we offer a range that allows women to play around in the full spectrum of womanhood—all while being able to rely on trusted fits and materials.. That iconic quality is something we want to protect. It’s why our fans love us, and we owe it to them to keep delivering."

Does this also mean fans can rest assured their favourite sets aren't going anywhere? “Yes,” says Carole. "Our trusted fits and series are here to stay.” Marie Jo’s extensive collection ranges from timeless icons to trending pieces, as full-coverage t-shirt bras and flattering new neutrals interweave with barely-there bralettes, electric hues and mood-boosting prints.

Iconic design for the ages

Throughout the years, Marie Jo has established an iconic status—with some of its designs labelled true fashion icons. “Ray-Ban has the Aviator, Levi’s the 501,” says Carole. “Marie Jo is one of the few lingerie brands that has managed to create a similar status for some of its pieces. Tell me our Avero daisies are not the first thing that come to mind when you hear ‘Marie Jo’—I dare you.”

With its check fabric and dainty daisies, Avero represents the essence of the Marie Jo brand: playful, good-looking, and with a well-thought-through fit. And while Avero may be the most famous example, it's not the only success story. Series like Jane, Tom, and Louie have become similar crowd favourites over the years, each with their own unique look and dedicated fan base—making them top picks for women across generations.

Lingerie that looks and feels good

Marie Jo embraces lingerie’s potential as a fashion piece, but never at the cost of the brand’s main focus: creating lingerie that feels good. "We design for women who value good lingerie and consciously consider what to wear underneath their outfits—not just for show, but because it feels good, gives them confidence, and complements their look," says Carole.

Marie Jo is partnering with content creators who share its values, bringing fresh perspectives to its collections while staying true to its timeless craftsmanship. “We love seeing our designs reimagined in inspiring ways, but for us, fashion is about more than just trends—it’s about quality, fit, and iconic style,” says the Carole.

For the love of lingerie

Marie Jo’s commitment to quality is reflected in the brand’s rigorous production process. “Developing a new Marie Jo set takes about 18 months,” says Carole. “First, each piece is carefully designed. Then, the prototypes are assembled in our atelier in Schellebelle and tested by our own employees. 64 women test-wear the pieces—wearing, washing and wearing them again and again, just like you would any piece of lingerie. This allows us to gather real feedback. How does the fit feel? Does the cup keep its shape? We listen and adjust the pieces accordingly—until they’re perfect.”

This approach means that Marie Jo fans are safe from fast fashion whims. “We don’t jump on trends; we focus on sustainability in every sense of the word. We create lingerie that lasts, and we work with partners that value quality and sustainability. When women buy Marie Jo, it is our responsibility to give them Marie Jo quality. That is what has made us a trusted partner over the past 41 years. And it will remain our primary focus going forward."