Marie Jo in Paris
Celebrating the daisy bra, then and now
March 2026 - Avero turns 30, and what better way to celebrate than by taking the iconic daisy bra to the city that defines fashion? In an exclusive editorial shoot, Marie Jo transforms the streets of Paris into a living archive; celebrating Marie Jo’s legacy and proving that three decades in, the iconic design is looking more exciting than ever.
Then meets now
What makes this shoot so iconic is the collision of time. Vintage Marie Jo campaigns reappear layered onto kiosks and city walls. Fresh new designs take centre stage. It’s a celebration of the daisy bra’s legacy, and of its power to feel as relevant and exciting today as the day it launched.
The eye: Oriane Verstraeten
Behind the camera is young Belgian photographer Oriane Verstraeten. Antwerp-based with a sharp eye for fashion and a natural feel for the Parisian lifestyle, Oriane brings a fresh, editorial energy to everything she shoots. Her style is raw, authentic and full of movement: the perfect match for an icon that never stands still.
The face: Chelsey Weimar
In front of the camera: Dutch model Chelsey Weimar. Effortlessly cool and confidently chaotic chic, Chelsey is the perfect representation of the Marie Jo woman. She doesn’t pose in Paris: she moves through it. Relaxed, self-assured and completely in her element. Exactly the energy Avero deserves for its 30th birthday.
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.
Media contact
Elise Van de Meulebroucke