MOTHER’S DAY. Marie Jo and Avero: highlighting the similarities between mothers and daughters

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Marie Jo is putting mothers and daughters in the spotlight for Mother's Day. The Belgian lingerie brand is paying tribute to the unique mother-daughter relationship. Because no matter how different, there are always similarities to be found. Every life begins with a strong woman and is guided in the right direction by that same woman. We are all inspired, embraced, encouraged, and comforted by our mothers – perhaps more than we realize.

In honour of Mother's Day, Marie Jo is putting that exceptional bond in the spotlight. The Belgian brand plans to do this with endearing images and an inspirational video that astutely captures the iconic relationship between mother and daughter.

Marie Jo will also pay tribute to another icon on Mother's Day: the popular Avero bra with heart-shaped cups and a padded balcony cut, available in café latte, black, and natural. More than two decades ago, the Avero and its iconic daisies took the lingerie world by storm and is still immensely popular among mothers and daughters of all ages.

Marie Jo is linking this special occasion to an equally special contest that gives all women the opportunity to put their mother in the spotlight. When you buy a Marie Jo bra the weekend before Mother's Day, you will receive a unique code which you can redeem on After you name your favourite lingerie boutique, you'll be asked to describe a trait you share with your mother. One winner will be chosen from each country and will receive a mother-daughter spa treatment and a year's worth of Marie Jo lingerie. The participating boutiques can also win a spa treatment.

This Mother's Day campaign is geared towards confident women of all ages who want to make an elegant statement and promote the power of women in a stylish way.

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)