Champagne, Chocolate and Lingerie

What could be better than a day spent in the lap of luxury, trying on gorgeous lingerie while sipping on champagne and nibbling chocolat? Join us for a special anniversary celebration next week! Why are we celebrating you ask? PrimaDonna and Marie Jo lingerie have released a limited edition collection to celebrate their 100th Anniversary! Some of their most popular and iconic bras like Deauville, À la folie, and Avero are back in a festive gold and black colourway, with matching bustiers. ⁠⠀

Come celebrate with us from Nov. 21-23 and get fitted in the luxurious new anniversary collection, enjoy refreshments, and enter to win 1 of 3 sets from PrimaDonna or Marie Jo! Plus get a $50 gift card towards your next purchase when you buy anything in-store. It’s the perfect way to kick off the holiday season!


100 Years of Van de Velde

Van de Velde, the Belgian lingerie group behind PrimaDonna and Marie Jo, has been making beautiful lingerie with the very best fit for a century. Margaretha and Achiel Van de Velde opened their first lingerie studio in Schellebelle in 1919! To celebrate, PrimaDonna is launching two super-deluxe party editions of lingerie icons Deauville and À la folie. Marie Jo revolutionized the lingerie world in 1981 by offering women beauty and comfort combined, and is now releasing a glamorous new version of the iconic Avero bra to mark this special anniversary.
Deauville 100th anniversary bra by PrimaDonna

Delicious Deauville

PrimaDonna designs bras that fit and support larger cup sizes, combined with fine embroidery and feminine details. It’s no surprise that the Deauville Full Cup Bra is the all-time favorite of millions of women worldwide. This lingerie series has been in the collection for fifteen years and has been produced in more than 30 colors. To celebrate the centenary of its parent company in style, Deauville is now appearing in a special limited edition with statement embroidery and chic glossy accents, with an equally chic Deauville Shorty to match.

Informative Image

The stunning eye-catcher that really steals the show is the Deauville bustier with three-piece cups, to be worn as a luxurious top or as flattering shapewear! Pair this with a lacey limited edition Deauville Brief. Limited stock of bustier available in-store only.

“If you have a larger cup size, Deauville really is the perfect bra for every day. Running to catch your bus, chasing after your kids, making a confident impression during a meeting, or feeling alluring on a date: You can count on Deauville to give you the best support and a comfortable feeling, anytime and anywhere.”
– Kelly Dunmore, Training Manager at the Van de Velde Academy

A la folie T-shirt Bra and Thong by Prima Donna

Alluring À la folie

The À la folie T-Shirt Bra was the very first style icon of PrimaDonna Twist, a nod to vintage styles. You could call this lingerie series the younger sister of Deauville; with her flattering, retro look and excellent fit, À la folie has gained many loyal fans. The celebratory edition is a clear nod to that other PrimaDonna icon, with embroidery in timeless black and a vintage skin tone. Round out this look with the retro À la folie Thong or Rio Brief.

“The name À la folie comes from a popular French nursery rhyme. It’s a rhyme to recite when you are in love, while picking the petals off a daisy: je t’aime un peu (I love you a little), beaucoup (a lot), à la folie (madly)… Madly in love: the perfect name for the very first icon of PrimaDonna Twist.”
Carole Lambert, PrimaDonna Brand Design Manager

Avero T-shirt Bra and Hotpant by Marie Jo

Marvelous Marie Jo

It was 23 years ago that Marie Jo brought the iconic Avero T-Shirt Bra onto the market. Over the years, the daisy-decorated bra has been released in more than 45 colours. Every season, this iconic product appears in a new trend colour. Van de Velde is celebrating 100 years with a treat for fans of Marie Jo’s Avero: a unique limited edition of the iconic daisy bra.

The instantly-recognizable check fabric is being given a glamorous makeover to mark the occasion by means of a bronze floral print. The shoulder straps have been given a warm, bronze, glittery tint to mark the centenary of the Belgian lingerie house. Add on a trendy Avero Hotpant to complete the look.

Informative Image

In addition, the Belgian label is bringing a bustier onto the market with the same glamorous Avero look, with a bronze floral print and the daisy shoulder straps in a bronze glitter tone. Wear this with a cheeky Avero Thong. Limited stock of bustier available in-store only.

“I still describe the design and development of Avero as one of my favorite experiments ever. […] 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.”
– Karel Van de Velde, Former Creative Director

Want festive lingerie that fits? Come to Diane’s Lingerie on Nov. 21-23 for the Van de Velde 100th Anniversary Party + Fit Clinic. We’ll find the perfect fit for you!


*Diane’s gift card only applicable to a future purchase of $200 or more before taxes. Limit of one (1) coupon per customer, additional restrictions may apply.