La Fille d´OLa Fille d´O Contact: Murielle Victorine Scherre
meeting la fille d’O (daughter of ‘O) is an encounter of a different kind.
at first, it will be the striking features of the undressed avant garde. genetically blessed with an energetic overload.
(la fille d’O designs the new, the modern, the bold. sans compromise.)
then there will be the hypnotic talks, revealing the inspiration, the manifest, the love of life’s senses and what they can do to you.
(la fille d’O creates a world of aspirational energy for variations of beauty. supporting not just the self but the esteem driving you through whatever challenges you face. a feminine story of personal development whilst pleasing the ones you crave.)
whilst sharing life with her, you will find she is caring and responsible. common sense for an uncommon sensuality.
(la fille d’O designs, sources and produces an internationally appreciated product in a local environment. based in Belgium, all items are handmade by local petites mains, thus adding their personal craftmanship, allowing la fille d’O to bring you superior design and clever eco-logical making of luxury goods for your skin.)
la fille d’O. good-looking, cause it’s so hard to see.
about the brand:
la fille d’O is a Belgian based independent lingerie brand, founded by Murielle Victorine Scherre in 2003. Dissatisfied as she was with the then current lingerie market, she decided to create her own vision on underwear. A brand freed of esthetical, technical or economical compromise. Throughout the years, la fille d’O established itself as a luxurious yet straight forward brand, marching to the beat of a whole different drum
- designing: la fille d’O mainly stands out because of the unique avant-garde way of designing. Where other brands see lingerie separate from garments, we see a much more dynamic overview: all the pieces are created inspired by the body, eager to create a flexible and merged look with your garments. As a result la fille d’O constantly delivers surprising designs, seamlessly embellishing women in a timeless way.
- positioning: More than just a lingerie and/or swimwear brand, la fille d’O effortlessly makes the transition to a fashion label. Where the lingerie sector is a rather invariable rigid branch (considering it’s high use of flexible material et al) mainly because of it’s technical demands, the fashion industry is constantly in motion, looking for progress and innovation. la fille d’O is proud to be in the vanguard of this cross-over movement and delivers pieces merging between under- and upper garments, that serve multiple purposes in your wardrobe. Solution wear is out of the picture when underwear ceases to cause problems.
- considering: Not only focussed on aesthetics, la fille d’O is ethic to the bone. From the drawing table to the manufacturing process, the production is 100% honest and 100% Belgian. From the ateliers in the far end of Belgium under the ever watchful eye of the creative director herself to the hand selected French, Austrian and German fabrics and details. At la fille d’O “handmade” is more than merely “made by hand”, it means every piece bears witness to an enormous technical skill and results in a multi-layered final product.
Each and every one of these products have that distinct la fille d’O touch. It is not to be defined by one term – call it alchemy for sensuality, a feast for the visually hungry. la fille d’O brings satisfaction to the urge you never really acknowledged.
about murielle Victorine scherre:
And what if it were magic? Nothing is ever innocent with la fille d’O, nor is it with Murielle Victorine Scherre either. She laughs when she says that she might almost have invented a religion, she is aware of it, and it is no boast. When you are visionary, generous, loving, respectful of a woman’s body and of women, and a feminist, it cannot be otherwise. All around her are clear signs of what she has started.
Often, perhaps always, she says “we” when talking about her work. Although she is the only designer at la fille d’O, she uses the collective pronoun because she knows that it’s about women and that it serves no purpose for her to make lingerie just for herself. “I’m not an artist, it’s really important for me to know what women want to wear. So I say we; I am something of a medium; I am the voice of many women.”
But first of all the name: it is the legacy of a film she saw although she can’t remember when; she must have been about sixteen, or twenty. What is certain is that it moved her deeply, like a great earthquake beneath her feet, with its attendant stream of questions. It’s the Story of O, a woman, a photographer, who agrees to give up her freedom and become an object of desire without any free will. The writer Pauline Réage had invented her and Just Jaeckin brought her into cinematic reality in 1975, two years before Murielle was born.
And la fille d’O, because it is not O, it is her progeny, a new generation which is the product of all that – the 20s flapper, the 50s pin-up, the seventies feminist, the power woman of the end of the millennium, then the androgynous woman of the early 21st century… In short, a woman who wants both to live her life and to please, which is not a contradiction. Giving nothing away, Murielle Victorine Scherre advocates balance and, as something of a guru, she shows the way.
She didn’t need to rack her brains to find her destiny. She had already tried out lingerie at the Royal Academy of Fine Arts in Ghent. She had then called her final-year collection A Maze, using the verb “amaze”, which also suggests the noun “a maze”. With Murielle, words matter. She had imagined the combination of a Lolita and a Betty Page, an innocent girl and a woman aware of her sex appeal, she already loved this contradiction. It had been necessary to add lingerie to her clothes, and this came naturally to her, “it’s from that theme that the whole process began.” It was 2001.
But if you look closely at her career path, her wardrobes, you will find that it was already under way a long time before. She has always bought lingerie, unusually, and accessories, but only those that are beautifully made, by hand and with a subtlety that she puts across with this truism: “I’d rather wear a pair of ordinary jeans and a white t-shirt with shoes and a “gorgeous” handbag, than an evening dress and cheap knickers underneath.”
With such a past, there’s no need to tell you that Murielle Victorine Scherre very soon grew tired of what she found in the shops; nothing really suited her. And as she is pretty obstinate and on top of that pretty practical (“when I think I can improve something, I want to do it”), she got down to work. “I immediately realised that there was a gap in the market, and that you couldn’t find super sexy, avant-garde lingerie that was practical to wear, it was either one thing or the other. And as I want it all, I like to try everything; I think that you have to have lingerie that demands and gives in the same way if you want to be perfect as a lover, housewife and mother, I don’t want lingerie that chafes or looks like something a whore might wear, I want the perfect balance between class, style, sexiness and quality of product. This is what I want to achieve with my collection.” Add to this the finest materials, and you will have a truly superior piece of lingerie.
As she is a designer who has as her secret weapon technique, she doesn’t know the meaning of the word “impossible”, she looks for a solution until she finds it. Did I already say that Murielle is stubborn? All her design is evidence of her technological sophistication. And if this is where it is original, it’s because she is a “nerd of lingerie technology”. Her incomparable knowledge allows her to invent, to take things further and to innovate. As a result she is often copied, but inevitably with less talent. She immediately recognises her lines, her research, her side seams and she notes down the financial or technical decisions that have been taken with these pale imitations, which wound her invention in a negative way, and kill her original design. She laughs about it, she who laughs at all obstacles, who makes her own materials and can get away with anything. Not for nothing is she a Virgo – whose commonly acknowledged traits are stubbornness, rigidity and flexibility at the same time. And with Scorpio rising, she knows where all her contradictions come from. “I do as I am”.
Since the devil is in the detail, Murielle Victorine Scherre chooses the finishes of her buckles, clasps, elastics and materials with great care. They are Belgian, without lace or any fripperies. The only thing that matters (to her) is the sensation, the feel must be close to perfection, because this little scrap of fabric is being readied to clothe the skin of les filles d’O, to be touched lightly by a lover, and that matters. This is also the reason why she favours the handmade; it’s about being human, it’s self-evident for her that each set in her collection should be made by seamstresses proud of their profession, whom she knows and whom she integrates into the process. “It’s their handwork that you find in the final product”. In Ghent, Wevelgem and Ypres, the women who make la fille d’O are part of its story. And this has been so since the beginning, eleven years ago. Murielle insists on it.
Similarly, she insists on the idea of “expanding her horizons”. The basis of la fille d’O is identity and difference, “the thing that is most attractive in humanity”. She loves everything that is personal and intimate – how our lips move when we talk, how our hands twirl around, the way our teeth line our mouths, in short, the wonderful mechanics of the body and everything that is out of the ordinary, that belongs only to one person, that marks out our difference and uniqueness. As a result, unsurprisingly, her lingerie is like no other and the same is true of her models. Down with uniformity, Murielle is wont to say.
And as she fears nothing, as she uses the side of the brain that lends itself to audacity, she has launched her label by throwing off all constraints, by growing slowly, with this well-constructed atypical profile and this great freedom of expression that give it such brilliant power. She has always been open and transparent, so that those who wear the label know her values, her honesty at each chapter of her life, in the manufacturing process, in the management and in her relationship with others.
One last detail: Murielle Victorine Scherre practices automatic writing, as a true freedom. When she has to give a name to her lingerie, she does not care about the codes that are so convenient for production. She closes one eye, plays with her depth of field, looks at the list of her pieces of music that scroll through her telephone memory, picks out the words that work well with the atmosphere of the collection she is working on, notes them down, and then has fun sticking them together, until it makes sense – Wood veil, Slow hands, Different suit… Consonants and vowels that inspire her and that, she believes, inspire those women who become self-confident with la fille d’O. Sometimes, when these women meet they murmur the name of the day like a secret password, “I’m wearing Sushi Baby, how about you?”
burgstraat 21 Gent 9000 Belgium
kasteelpleinstraat 64 Antwerp 2000 Belgium
STYLISH QUALITY WITH CHARACTER
Avenue. consciously opts for real fashion, which is qualitative, stylish and slightly more exclusive. We are the store for people who want to step outside the mainstream fashion brands and create a personal style. Who appreciate our enthusiasm for certain fabrics and cuts and who like to receive honest advice. Our collections are carefully selected every season to always be surprising and fashion-conscious. Avenue., that is stylish quality with character.
Belseledorp 113 Belsele 9111 Belgium
Statielei 56 Mortsel 2640 Belgium
Vital Decosterstraat 4 Leuven 3000 Belgium
Arum LingerieArum Lingerie
At the end of the 19th century, Alphons De Clercq, as a tailor, started a business in “white goods” together with his sisters Leonie and Florentine in 20 Theofiel De Beckerstraat.
When Aarschot is destroyed during the Great War, the family flees to Blairgowrie in Scotland. Upon return, the store appears to be heavily damaged. The family runs the markets until the 1930s.
The store will be reopened at a new address: the current Leuvensestraat 25. In addition to underwear and corsets, soap and perfumes are also offered in the store.
During WWII, Adeline, daughter of Alfons, keeps the shop afloat. (In this photo from the 1930s: Mary on the left, Adeline on the right).
Nora, daughter of Adeline, joins the business.
Two turns of the century are already on the list of achievements of the store!
Christiane, Nora’s daughter-in-law, takes over the business.
Huis De Clercq becomes a BVBA, Arum Lingerie is born. Our logo is the white arum, Zantedeschia aethiopica Linn., also called ‘arum lily’, originally from South Africa but today a widely distributed houseplant, known for its refined and elegant shape.
During the holiday season, the store will move to temporary premises in Martelarenstraat. The Leuvensestraat 25 will soon become a construction site.
A year later the new building is finished and a brand new Huis De Clercq, the shop as you see it now, opens its doors.
Leuvensestraat 25 Aarschot 3200 Belgium
It was in 2004 that this Brussels brand opened its doors. This space built around love and sexuality is for anyone of diverse identities and orientations. We talk about well-being and sexuality in a benevolent setting, without taboos or performance. A place that is open, intimate and fun at the same time.
A unique place.
At Evaluna, you will be welcomed by a qualified team to advise you and answer all your questions. The people who compose it are all professionals in the fields of health.
Due to our expertise, we pay particular attention to the selection and quality of the products offered in the store and on our E-shop. This is how we offer you a 1 year warranty on all our toys.
At Evaluna you will find sex toys, accessories, lingerie, lubricants and all other sensual products.
Our e-shop is a showcase of what we offer at the store. Our job is to offer you a selection of articles that we have CHOSEN, which we find qualitative and interesting due to our expertise. You will therefore only find a part of the products we have.
Rue du Bailli 41 Ixelles 1050 Belgium
The brand name and concept are different. It’s okay to be different, so am I.
I spent half my life in Berlin, the second half in Antwerp. And even though German and Dutch are quite similar, there are notable differences. In the meantime I have given up speaking and especially writing the two languages, it has become an imperfect mix. You will read it here and there, or hear it when we speak. It makes me who I am… half and half but completely Meike!
So I grew up in Berlin and that’s where my brand name Kiez comes from. It is a typical word for an urban district, a small community in a large city. Berliners often refer to the neighborhood around their home as mein Kiez.
I said goodbye to the fascinating city brimming with history when I was nineteen.
For the love. I ended up in Antwerp and became a young, enthusiastic mother of three. After years of pampers, snot noses and puberty cures, it was time to put myself in the foreground. I ended up in the world of beauty and care but soon said goodbye to the classic manicure and pedicure and focused on facial treatments. It became a passion.
Because I myself have a challenging skin, I came naturally to ecological products and natural care.
I opened an institute and success followed. I could lose my egg optimally. Until love at home ran out, a divorce was inevitable. I was shaken up a lot, until I met Jaap who gave me confidence again and supports me to become the best possible version of myself.
What was always obvious to me, turned out to be an ecological challenge for many in Belgium. It was only then that I realized what a green nest and city I had grown up in. Sorting waste and consciously handling plastics was already very common in Berlin in the 1980s. I learned to live more consciously and sustainably in primary school.
For a number of years I combined my own institute with a part-time job in fair fashion. That sharpened my ecological awareness even more. In addition to natural treatments and products, I would also like to focus on sustainable lingerie. We are all familiar with sustainable outerwear, that concept is well established. But I think lingerie is just as important and fun!
An improperly fitting slip can seriously ruin your day, but the right underwear can make you glow!
Now it’s time for KIEZ. I want to offer an alternative to the chemical junk that people (sometimes unknowingly) smear on their snouts and bring nature closer to humans again. Back to the old days…with a minimum of waste and maximum results. I want to be your kickstart to a healthier and more conscious life. An eco-hub where you can go with your questions, test, have a chat, taste small fortunes and find inspiration for a more minimalistic life. In my institute I work with the exclusive Jojobacare products, which I have been completely dependent on since the start of my first business. A thoroughly Belgian brand that grows its own flowers and plants, provides very good training and offers excellent service. A textbook example of the short chain too.
A shop in my own Kiez…it was a childhood dream. I am a real customer person and I have a good sense of what people need. I don’t believe in extremes or perfection. If everyone were a little more aware of themselves, nature and their environment, the world would be a much better place. Start with yourself.
Welcome to KIEZ.