Check out the collections of this Belgium lingerie brand, called La fille d’O, founded by Murielle Scherre in 2003. La fille d’O’s design and production is situated in Belgium, using exclusively European fabrics. The lingerie is sexy, fashionable yet timeless and feminine. La fille d’O wants to be true to the female body by giving her what she deserves. Their belief: ‘Showing off is easy. Covering up is far more intricate.’ Another respectable thing of La fille d’O is their love for the female body in all it’s perfection and flaws, which is shown in the photographs for the campaign. The models portrayed in the campaign are Murielle Scherre’s friends and the pictures haven’t been retouched, how cool is that?

New collections of La fille d’O come out on unexpected dates. Murielle Scherre works like a true artist with the idea that a collection is done when it’s done and not when fashion season says so.

Saturday 7th of May there’s a mother’s day sale and while you’re having a cup of tea and cake you can show your mommy dearest all of the amazing lingerie. And while you’re at it, you get ten percent off. The week after that (May 13 and 14) there’s a good luck sample sale.

La fille d’O is available at Maison La fille d’O in Gent. Other stores that sell this lingerie brand are: Underwear (Brussels), Lineos (Amsterdam), Noctural Designs (Sydney), Zouzou (Rome), MOS (Maastricht), Little Flirt (Manly), Zardonni (Amsterdam), Margreet Olsthoorn (Rotterdam), Sinns (Antwerp), Stout (Amsterdam).