Van de Velde, the Belgian group behind PrimaDonna, Marie Jo, and Andres Sarda, has been making lingerie its specialty for 100 years. To celebrate this special anniversary, PrimaDonna is launching two super-deluxe party editions of lingerie icons Deauville and A la folie, while Marie Jo releases a glamorous new version of the iconic Avero bra.
A legendary fit and perfect support for larger cup sizes combined with a feminine look and fine embroidery – these are just some of the reasons why PrimaDonna’s Deauville is the all-time favorite of millions of women worldwide. This lingerie series has been in the collection for fifteen years, and to celebrate the centenary Deauville is now appearing in a special limited edition with statement embroidery and glossy accents. The stunning eye-catcher that steals the show is the Deauville corset with three-piece cups, to be worn as a luxurious top or as shapewear.
The younger sister of Deauville with its flattering, retro look and excellent fit, A la folie was the very first style icon of PrimaDonna Twist and has gained many loyal fans over the years. The celebratory edition is a clear nod to Deauville, with embroidery in timeless black and a vintage skin tone.
Launched 23 years ago, Marie Jo’s Avero daisy-decorated bra has since been released in over 45 colours. Van de Velde is celebrating its centenary with a treat for fans of Avero – a unique limited edition of the iconic daisy bra in a bronze floral print, as well as the launch of a corset with the same glamorous Avero looks.
“I still describe the design and development of Avero as one of my favorite experiments ever,” says Karel Van de Velde, Former Creative Director. “The designers in the team combined a swimwear fabric, purchased at a trade fair, with floral embroidery as an experiment. The result was amazing. I don’t think there’s ever been a bra on the market that’s become more loved and popular than Avero.”
