Marie Jo pays tribute to the unique mother-daughter relationship

There is a strong woman at the beginning of everybody’s life story. And every life is filled with countless exceptional women. As we move through life we are inspired, embraced, encouraged and comforted by so many extraordinary women. It’s with that thought in mind that, as Mother’s Day approaches, Marie Jo pays tribute to mothers, and above all the special mother-daughter relationship.



The Belgian label does so with an inspiring film that portrays that special bond between mother and daughter. In ‘Everyday heroines’, Marie Jo also thanks all mothers for who they are and what they do. The film is accompanied by three true-to-life portraits of mothers and daughters who run a specialty lingerie boutique together.


With the ‘Created for living and loving’ strapline Marie Jo addresses every self-assured woman who wants to make a feminine yet elegant statement. The mothers and daughters behind every specialty lingerie boutique play an essential role in that. Their expertise and experience ensure that customers always find the right Marie Jo lingerie set for them. These women convey the Marie Jo values to their customers and are the custodians of these values. With these portraits, this year Marie Jo aims to turn the spotlight on these women and the unique mother-daughter relationship.


Marie Jo has also launched a competition to give everyone the chance to shower the mother in her or his life with flowers for a whole year. The concept is pretty straightforward: tell Marie Jo about the woman with a special place in your life and why. You may win her a year full of flowers worth 600 euros.


Watch the video here.

Watch the portraits here.

More details about the competition can be found on our website.

About Marie Jo

Marie Jo revolutionised the lingerie industry in 1981 with a trail-blazing high-end Belgian signature: the label combines discreet luxury with novel designs, catering to self-assured women who want to make a seductive yet refined statement. ‘Created for living and loving’, Marie Jo lingerie inspires today’s single-minded women with high-calibre lingerie that combines the power of comfort and beauty, every day. Since 1997, Marie Jo L’Aventure has enticed cosmopolitan women with minimalist lingerie that can be endlessly mixed and matched. The collection combines discreet sensuality with pure lines, the hallmark of the label.

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Marie Jo
Van De Velde
Lageweg 4
9260 Schellebelle (BE)