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

The Belgian label Marie Jo revolutionized the lingerie world in 1981 by offering women beauty and comfort combined. Since its inception, the brand has been committed to creating designs that feel as amazing as they look. With its principle of 'celebrating the everyday,’ Marie Jo designs lingerie for confident women determined to make a strong yet refined style statement in high-quality lingerie worn as an ode to themselves. Marie Jo lingerie is ‘created for living and loving,’ made to embrace every aspect of the day, and offers women the luxury of beauty every day. This beautiful lingerie is made for women by women. All of our designs are tested to perfection by real women in our ateliers, the beating heart of Marie Jo.

In 1997, Marie Jo launched L’Aventure, a minimalistic lingerie collection that combines ultra-feminine style with clean lines. In 2018, the range was expanded with the addition of Marie Jo Swimwear, an iconic collection of high-quality and stylish bikinis and swimsuits.

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