Marie Jo x Julie Kegels: A birthday collab, made in Belgium
.png)
Belgian fashion’s most exciting emerging voice and one of lingerie’s most iconic designs unite once again. For the 30th anniversary of the daisy bra, Marie Jo and fashion designer Julie Kegels deepen their partnership with an exclusive piece: Julie’s signature polo shirt, reimagined in Marie Jo’s iconic checkered fabric.
Antwerp's boldest new voice
Julie Kegels graduated from Antwerp’s Royal Academy of Fine Arts and honed her craft at Alaïa and Meryl Rogge before launching her eponymous label in 2024. In just three collections, she has become one of Paris Fashion Week’s most talked-about new talents, known for designs that blend contemporary style with wit, emotion and a deep understanding of how real women dress.
A partnership that keeps growing
Marie Jo and Julie Kegels first worked together in 2025, when Julie created pieces in Avero’s checkered fabric for her Paris Fashion Week show. Now, they’re taking it further: a fitted polo shirt in three colourways - Fleur de Printemps, pink and dark blue - that’s equal parts Julie Kegels and Avero. A true co-creation that brings lingerie heritage and a unique high-fashion aesthetic together in one piece. The polo is available in sizes XS–L for €149.
The Marie Jo X Julie Kegels polo shirt is now available at selected stores worldwide and at MarieJo.com.
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.