The icon returns in a brand-new colourway
Marie Jo Avero
SCHELLEBELLE — Belgian lingerie label Marie Jo recently celebrated its 43rd birthday. The secret to the brand’s success? A focus on quality and comfort—and the ability to reinvent itself time and time again while staying true to its heritage, says chief designer Carole Lambert. Case in point: the SS25 launch of the iconic Avero’s 53rd trending recoloration to date.
“I see it, I trust it”
From its conception in 1981, the goal of Marie Jo has been to create well-crafted, comfortable and stylish lingerie for all women. An approach that seems to have worked, with the brand having become a trusted wardrobe staple for generations of women in Belgium and beyond.
“We work very hard on creating well-crafted fits with high-quality materials,” says Marie Jo chief designer Carole Lambert. “Every design is carefully assembled with only the best materials and techniques, and then tested by our own employees. We have them wear our pieces, wash them and wear them again to gather real feedback from women wearing our pieces in their daily lives. We don’t launch anything until it looks and feels exactly right—time and time again. Our fans know that. It’s why they trust us. Once women buy Marie Jo, they rarely go back to other brands.”
Avero: designed to make you happy
As one of the brand’s most celebrated and recognizable designs, Marie Jo Avero is one of the main stars on the Marie Jo firmament. With its checked fabric and eye-catching daisy straps, it has managed to conquer the hearts of women all over the world as they wear it not just as lingerie, but as a defining part of their look.
First designed in 1996, Avero quickly became one of the most revolutionary bra designs of the 1990s. The daisy straps symbolise optimism and positivity—a feel-good detail that has resonated with women across generations. Avero is the true embodiment of the Marie Jo brand. With its cheerful looks and flawless fits, it was made to boost your mood and make you feel like you can take on the world. Or as Carole aptly puts it: “It's a bra designed to make you happy.”
“What makes Avero still so well-loved after all those years is its ability to reinvent itself time and time again. Over the years, the bra has seen 53 recolorations, with each generation embracing and modernising Avero anew. It has become a true wardrobe staple for the ages. It’s the one bra everyone recognizes, just by looking at the straps. Many have tried to copy it, but there’s only one original.”
Avero is available in five shades year-round. For SS25, Marie Jo is launching the best-selling icon in a cheerful new colourway: a soft and romantic Santorini Blue pastel shade. Another iconic addition to a unique range of mood-boosting lingerie.
Marie Jo Avero Santorini Blue and Avero Tiny Powder Rose will be
available on MarieJo.be and in selected boutiques.