History of Marie Jo Lingerie

1919 :Achiel and Margaretha Van De Velde found a workshop for the design and production of quality corsets in rural Shellebelle, Belgium. Pioneering phase of the first generation, production is order driven and distribution is exclusively through the specialty shop. Business is booming and the number of workers increases dramatically.

1940: The second generation of the Van De Velde family extends the range and starts to export to neighboring countries. Gradually the Van De Velde family builds a solid reputation for craftsmanship and quality.

1980: Customers demand more transparent and lighter lingerie. The strap adjusters are placed on the back of the bra, this opens up more space for creativity and aesthetic decoration on the front. 

1981: Van de Velde creates its first fashion brand: “Marie Jo” originally called Marie Jollie. Marie Jo is a unique combination of aesthetics and expertise, seductively creative with comfort. 

1982: The “Tulle” series sets the tone: seductive, light, elegant, fashionable, feminine, transparent, and harmonious are used to describe this briefs and bra set.

1984: Marie Jo makes use of elegant embroidery techniques with there style “Amaryliss”.

1985: Marie Jo is the first to use elastic- velvet in its lingerie. Dessous-dessus before the term even existed.

1987: Damasco innovates with die-stamp printing, and plays with the contrast between matte and shiny.

1988: Marie Jo anticipates the dominant trend in the 90’s: opaque lingerie with strong graphic patterns.   The “Ballet” line is a precursor for Marie Jo Le’Aventure.

1989: “Glamour” is a combination of elastic lace and high gloss print. This is an absolute highlight for consumers.

1990: As a prêt-a-porter fashion lingerie becomes more minimalist and modernistic. Consumers demand more compact, opaque, and smooth lingerie. The line “vogue” is launched.

1992: A European first Marie Jo introduces molded cups with foam called “Desir”.

1993: “Glamour” successful since 1990 uses elastic Calais lace with mat/shiny effects.

1994: “Cocktail” is created, with draped elegance on ready to wear trends. At the same time “Venise” is designed with colorful elastic lace and satin prints.

1995: The seamless cups of “Istanbul” are created as a response to the minimalist trend in outerwear.

1996: The introduction of “Avero” which is still a favorite Marie Jo line of lingerie.

1997: The introduction of “Louvre” , comes with innovative arabesque motives derived from interior design fabrics.

1998: “Alister” is created a combination of bi-elastic plisse and Swiss guipure- embroidery.

1999: The creation of “Peking” , a totally new style with eastern minimalism.

2000: Lingerie is rich again with embroidery, vintage is hot, and old designs are being reconstructed with top technological know how and materials, in the “Georgia” line.

2002: The first Marie Jo boutique is opened in Chalon Sur Saone.

2005: The line ”Avero Pearly Pink” is an incredible success.