Marie Jo opens her atelier to upcoming Belgian talent Julie Kegels
Schellebelle/Paris, 29 September 2025 – For her fourth show in Paris, up-and-coming talent Julie Kegels approached Marie Jo. In search of craftsmanship, precision and lingerie expertise, she ended up in Marie Jo's studio. In collaboration with the design team and seamstresses, various lingerie-inspired show pieces were created. Craftsmanship and sustainability go hand in hand for both Marie Jo and Julie Kegels, giving deadstock a second life. Julie Kegels chose materials from Marie Jo Avero, the iconic lingerie set with a diamond pattern and daisy straps that will celebrate its 30th anniversary in the collection next year.
Belgian match made in heaven
The inspiration for her fourth collection originated in lingerie, for which Julie Kegels sought out an expert in the field. ‘I have known Marie Jo since childhood from my mother's wardrobe. Their Avero fabric is so iconic that it feels nostalgic.’ And so she ended up in the workshops in Schellebelle, where she got to work herself: ‘It was fantastic to see patterns being created and to cut the fabrics myself in the cutting department. The conversations with the seamstresses and cutters made it even richer. It's incredible to see how much precision and passion goes into every detail.’ The result? Five exclusive designs – from bras to bodysuits – that hit the catwalk last Monday.
Julie Kegels on the collaboration with Marie Jo:
‘As a young, small brand, it was extremely educational to work with such a large and experienced company as Marie Jo. I also loved being in the studio myself.’
Craftsmanship & sustainability as a fashion statement
With this collaboration, both brands emphasise the values they stand for: know-how, craftsmanship and sustainability. Julie Kegels set to work with deadstock Avero fabrics and turned them into runway pieces with a story. ‘Marie Jo has its own codes, and it's really interesting to start from that heritage and give it a twist,’ adds Julie.
Julie Kegels on her creations in Marie Jo's studio:
‘I found it incredibly interesting to see my designs come to life in Marie Jo's studio, thanks to a team with enormous knowledge and precision. The smallest details were treated with such attention and craftsmanship.’
Empowerment in every stitch
For Julie, lingerie has always been more than just fashion. ‘Lingerie is sensual and intimate. It's a gift to yourself and a source of strength. I wanted to capture that dual feeling – fragile and powerful at the same time – in this collaboration.’
Belgian fashion, Belgian pride
Marie Jo uses her experience and studio to give young talent the opportunity it deserves. Julie sums it up herself: "Belgian fashion means daring, individuality and an inquiring mind. You don't have to be standard to be relevant. Challenging tradition is what makes it exciting.‘ Her message to young creatives: ’Dare to find your own voice and take risks. Often, the most interesting moments arise just outside your comfort zone."
Photo credits @collective_parade