la fille d’O was founded in 2003 by Murielle Henriette Victorine Scherre. Born and raised in Ghent, she has sustainability and controversy in her DNA, and what better way to channel this energy than by becoming a sustainable and controversial entrepreneur?
Not one to shock for the sake of shocking, she aims to drive change—beautiful, inspiring, and abundant change. Since the fashion industry is the second most polluting, and lingerie has been devoid of innovation for far too long, what better place to start a revolution than our underwear drawers?
Since its inception in 2003, la fille d’O has been a symbol of iconic, innovative design, all handmade in Belgium. All resources are OEKO-TEX certified, ensuring they contain no harmful substances. 100% of sourcing is done locally, from Belgium, France, Germany, and Italy.
la fille d’O offers its own in-house repair service, as well as a second-hand system where you can resell your pre-loved items. They also help you collect and recycle all your lingerie once it reaches the end of its life. Their full production, from design to finished product, operates within a 50km radius, which is quite impressive nowadays. This allows them full control over their production line, ensuring a clean and fair modus operandi. It provides you with a product you can buy and wear without worry.
Besides constant innovation and a local, clean production line, you will easily be enchanted by the brand’s identity and storytelling—a compelling and refreshing narrative that showcases all sorts of forgotten and ignored beauty. It celebrates the beauty of finding and expressing your unique voice: a myriad of shapes, sizes, skin tones, and lessons to be learned from every perspective. la fille d’O offers a view of the world that is inclusive and connecting, breaking the old narrative of exclusivity and superficial beauty standards.
la fille d’O welcomes all body types and gender expressions. When visiting, please let us know how you would like to be addressed so we can honor your visit and person in every aspect.
Please contact us if you are looking for made-to-measure pieces. la fille d’O specializes in gender-affirmative lingerie and restorative lingerie that supports you post-op, after mastectomy, top surgery, etc.
We krijgen de vraag wel vaker: ‘Ja, maar, hoe weten we nu dat fair trade wel echt is?’, ‘Ze zeggen zoveel dus ik weet het niet meer, en koop dan maar gewoon zoals voorheen’.
