La Fille d’O

the page we show our souls

la fille d’O (meaning daughter of ‘o) is the voice of a generation. in 2003 i, murielle victorine scherre, felt the need to create an aspirational role model. my own shameless eve, a matriarch moulded after the women who have personally inspired me. the past is filled with women who elevate living into art. i wanted to tune into that frequency of wisdom. to grow from there, as a woman, mother and maker. i missed such a savoir vivre and alike women in both media and fashion. no better place to start a revolution under the soughing skirts close to mother’s womb.

la fille d’O started as a lingerie brand but has become somewhat of a religion. as a woman i felt unheimlich when looking at ‘modern’ lingerie and women in media who were presented to me as role models. this image of the woman felt very out of date and uninteresting for such a innovating business. i myself find true inspiration, one that satisfies my hunger, with the women surrounding me: intelligent women driven by their curiosity and lust for life. women you don’t see in the media. i didn’t long for vague instructions from a religious point of view but a guide line by women who lived truly. by sharing their stories i hope other women will find the courage to throw off that heavy shell of doubt and shame. la fille d’o is a safe haven where you’re invited to develop your true self. the stories of these women are an inspiration not a dogma. it’s a sea of possibility that nourishes me and captivates me. where i literally support women in their ongoing work and life so they can write new stories for the next generations to come. this love for the story behind the human is my pencil when i design. i love to create the subtlest of interventions. i addonly what is needed, out of respect for the pure beauty the human body already offers. i work with the wide spectrum of beauty. with the differences that make us unique within humanity, which brings us together.

la fille d’O is avant-garde lingerie that supports your body, whilst empowering your attitude. without compromises and therefore all-embracing. like a friend once described it: ‘i am not fierce, yet i belong here’.

what are you doing to make things better?

at la fille d’O i make what i want to wear but cant find: lingerie and swimwear and outerwear that others can’t, won’t or daren’t make. all my designs need to surprise and support me. and i want every garment i make to be guilt-free. and i want to show you what i make, worn by women i love. yes, this means they are photoshop-free.

design

our designs are built to last. lycra normally has 6 months life expectations but the way our designs are crafted, we can considerably postpone the sudden death of your favourite items. we even offer a repair service that will resuscitate your beloved undies as long as you like. our signature easy sizing and adjustable contour straps allow you to anticipate the normal wear of your lycra items and keep them well fitted longer than normal.

our designs dont follow the hype. i create looks that are as timeless as possible and will work with most wardrobe styles, so they can support women from a diverse number of sub- and other cultures during a diverse number of phases in their lives. i even have a mascectomy bra and a breastfeeding bra in collection, so i really mean it when i way ‘a diverse number of phases in your life’.

slow fashion doesn’t mean a thing if it can’t be worn for a very long time. i use very little color so you get to wear it with most of your wardrobe. this allows you to keep a small and versatile underweardrawer, no longer in need to buy a lot and thus inspired to buy better.

our designs are built with an eye on retouching, should you be in need of special sizing or adjustments. our designs might look complex but since we build them ourselves it is quite easy for us to consider alterations while dreaming them up.

most of our designs can be adjusted to your specific needs, for example when you are recovering from breast or other surgery. do ask us for an appointment so we can learn what you are looking for and how we can meet your needs.

i love to be in your pants for as long as i can, so yes: we aim to be your favourite one-life stand. this means we are very open about who we are, so you get to know us a little and a lot better.

fast fashion brands drop about 50 collections a year. i make 1 lingerie and 1 swimwear collection a year. does this mean i am lazy? no, it means i highly value my energy and the energy of everything that surrounds me. i hate to see a good thing go to waste so i think before i make. this means i design less things no one will want. this means less unwanted stuff ends up in land fill.

i dont do trends. it means you will grow tired of our product way too soon. the only meta-trend that keeps inspiring me is my deep love for the human body, and how i get to support it as good as i can.

in circular economy, waste is the byproduct of bad design. the samples we make during the development of a new designs are not thrown away, but we sell them during our sample sales. these products may not fit everybody and thus are not fit for actual production, but during the sample sale we do give you the opportunity to find a bra that will fit only you. this means 1 more item saved from going to waste. this means 1 more woman wearing a clean product and a smile.

normal production process produces about 30% overstock. garments that never find a new owner. this organised make of waste is utterly silly. we try to keep our stock limited so every garment finds a new owner soon as possible.

a product has two expiry dates, they say. when it falls apart, or when you dont want it anymore. i try to make our products so good and our story so inspiring you will want to wear our product, even when it has began to fall apart. then we will repair it for you, so you get to wear it some more.

when designing i think about our heritage as lingeriemakers and i think about YOU, modern woman of today. i think about what we can make and i think about what you need. then my brain merges both and i make something that has not been made before. because we are smarter now then ever before. because our needs now are different to before. but it is a humbling thing to see where you are coming from and what our hands are capable of making. i like to work with digital print, because it is super efficient, using 80% less water and 90% less ink, yet our ancient sewing machines eagerly roar when working their way through the modern fabrics that build our designs. an ode to craftsmanship, using the newest developments in fabric design. we also do not use coatings. our fabric assets like support and breathability are mechanically worked into the fabric. this makes their assets longer lasting and their recycling process more efficient.

production

ohw production! talk about the butterfly effect of tiny clapping wings and the blizard they can cause. since our start in 2003 we have been producing in the tiny factory with the blue door, called Quality Consult, in Kemmel Belgium. this means there is no fair trade labels involved. this means this is the fairest trade: it’s business you do with neighbours. this means we are fast as fuck and we can easily control no foul play is happening during our production process. it also means we know all our seamstresses by name because we see them every week and they have the same wages as us and the same medical insurance. they even get as little sun as we do because we all work and live here in our beloved rainy belgium. a local production means investing in your local community and its wellbeing. it also means lower cost in transport and faster communication and thus efficiency so we can cut excess costs from our product’s retail price.

we like to know what goes under our clothes and on our skin so we also keep our sourcing local and sustainable. we only work with oeco-tex certified supplies so no toxic dyes or coatings near our products or your skin. we love working with local family run businesses because they seem to be the ones creating all the most modern and surprising new fabrics. they also have a certain madness in their hearts, and i love to surround myself with this kind of heritage savoir faire and obsessive motivation. 90% of our fabrics are made in belgium. our cottons are made in austria and our silk is made in france. i feel so lucky to have all these smart suppliers close by and working with them for over 15 years now is my homage to them and their work.

it is important to me that we keep design, production and consumption closely intertwined because a local production means a lived and thus loved production. it is well rooted in the community and i like it like that. off shore productions can be up to 50 (!) times cheaper but the logistic and environmental cost is very high. at the moment it is impossible for a fair brand to compete with off shore productions because we are playing the same game but with a different set of rules. so yes, we are more expensive. but not only do we create jobs here, we also keep craftsmanship alive, before it is threatened to cave in under the growing pressure of fast and cheap product cravings. a local production can definitely turn the tide. slowly but surely.

when making something it means breaking something. during our process we tend to avoid the creation of waste of resources such as our precious fabrics. even though this is inevitable, we get creative even in this part of the process. seams are placed to make fabric consumption as efficient as possible and thus create as little waste as possible. did you know we sometimes let the size of the fabric define the length of our garment or the width of our sleeves compared to the body. we do this not because we are mad but because in a playful way, it avoids waste without affecting the garments design or quality. plus it shows that creativity is hidden everywhere. fabrics that are no longer in collection are used to make tote bags for our customers. this makes a unique re-usable tote bag for our clients from fabric that was well on its way to go to landfill.

resources

yes, poylester is made from petroleum but when looking for fabrics we don’t use just any polyester. i want the best stuff. and ours is just that. it is oeco-tex certified and made in belgium at Liebaert in Deinze and the longevity is surprisingly good for a fibre that has a predicted life span of 6 months. sometimes we see customers with items they have worn over 10 years! polyester is also 100% recyclable so please use recycling programs when you want to discard of your old items. we do not use coatings or bonding of materials so it is easy to recognise for recycling. polyester is very easy to clean and quick to dry so you’ll be using less detergent and no dryer because this fibre dries fast to the open air. a perfect and light weight travelling companion, i’d say!

this washed silk was selected for its natural isolation and luxurious aspect. it ages beautifully, making this garment a wardrobe icon. silk is known for its low impact, especially when produced as local as france. we choose to work with tissages Perrin (1929°) because they are a family run business turning french savoir faire into luxury goods to wear on our skin. we love Perrin for always surprising us with these gamechanging developments and keeping their products made in france. a local production means easy control and thus transparency and low transportation impact during development and production.

moleskin HYDROMAX suede created exclusively for la fille d'O at ECCO, the netherlands. irregularities in material are a reference to its natural origine. this is not a defect but an asset we love to embrace. we choose ECCO for their constant cutting edge innovation in product and improving sustainability in the tanning process.

viscose, also known as artificial silk, is a biodegradable fibre drawn from beech wood pulp, a european sourced waste material. we choose viscose for its low maintenance, its rich feel and its recycled nature. we choose to work with M.T. jersey because they are a family owned business based in Germany. after being GOTS approved they started taking control themselves in order to create a league of their own when it comes to environmental production conditions that are higher than the available certifications.

caravelli brushed is a baby alpaca and nylon blend. this soft durable fibre is naturally hypoallergenic. we chose to work with the finest machine knit this factory can make and see what creativity emerges from it. a well balanced production chain is a healthy production chain and it keeps the women at work on a regular basis. this makes all the difference between a life in poverty or options from education and health. between growth or stagnation. all this goodness in just 1 sweater. we love alpacas because they are living proof that brains and beauty can be united. a true miss universe fighting for environmental world peace kept for future generations.

we fell for this particular jersey because of its rich touché. we choose to work with Cotton Trend (1997°) because of the italian heritage in textiles and we love to support local specialities and preserve them for future generations. family run businesses have a tendency to create underdog avant garde products because they have a deeper connection with the company and its craftsmanship, often handed over through several generations.


our alpaca merino blend is a hypoallergenic feast of luxury, sustainability ànd style. as chunky as handknit gets, the feel of this garment is as dramatic as its effect. working with alpaca from peru creates jobs and independence for the people involved. this handknitted product is made by vulnerable women in society who regain selfesteem and freedom in their job and education. we choose Solid Crafts as our partner for their extended reach within the peruvian community, helping them translate the local heritage into a modern take on production and selfsuficiant economy.

you know belgian chocolate but did you know belgian linen? we know both and we choose this linen cotton blend because this smart fibre is gold when it comes to building a sustainable solution for a luxurious guilt-free wardrobe. this cotton/linen blend is fully biodegradable and combines the best of both worlds making less crease and longevity. Libeco (1858°) is our dreamsupplier bringing us certified avant garde linen from a factory no further than our backyard. if i'st good enough for our king and queen ànd OECOtex and cradle2cradle silver label awared, i guess it is good enough for us too.

our denim is made by the magicians at Candiani (1938°) in Italy. the greenest denim maker in the world, Candiani keeps inventing smarter ways to better produce denim. we only work with their raw denim, being strong admirers of a shrink to fit kinda wear, only washing your denim once in a while, creating your own signature wear rather than a man made, energy consuming and polluting customized jeans.

end of life

so you have gathered a great many good memories whilst wearing our product but now its shoulderstraps have died a little and you think it is time to move on? before you want to throw your old undies in the dumpster, w-w-wait a while: come see me! did you know we have our own la fille d’O repair service? because yes, sometimes we can bring your undies back to life, so you get to make more memories in them.

if you haven’t worn your stuff all that much or you changed size since you bought them: consider swishing them with a friend or re-selling them to a new owner.

also consider more modern ways of recycling your old gear: sites like packmee.nl allow you to send your stuff to them so they can resell it and the profit of that sale go to a good cause of your choice.

consumption

do you plan your wardrobe? please do. unless you like to get overwhelmed by your belongings at some point. when i design products for our la fille d’O collection i want them to be and/and. i want to wear them as lingerie and swimwear and i want them to be smart so they can also function as solutionwear and shapewear and and and. why not? it feels nice to wear one outfit in the morning and know i can take it to the beach and the bar and the office and the bed should i want to. i also design with mix and match wear in mind so you can keep your items on heavy rotation. i believe in afterlife but i do not believe in keeping your best underwear for a special occasion. everyday day should be considered a special day and i want to be dressed for it.

so you want to wear our products for as long as you can and like? here is how: you wash them a lot. by machine. using a little bit of bio- degradable detergent like marcel’s green soap or dr. bronner. and you hang them out to dry. machine washing removes our sweat and products from the garment in the most efficient ways, using as little detergent as possible. this prolongs the life of your item. not using a dryer is better for the lycra fibres, who otherwise get killed by the heat of the dryer.

wear your sets alternately so the fiber gets time to restore itself in between wears. it considerably elongates the lifespan of your favorite items. it is also better for your body to often swap garments and shoes, in order to avoid constant pressure on your lymphatic system.

when buying consider Maslow’s hierarchy of needs or this adaptation by sarah lazarovic:
buy
make
thrift
swap
borrow
use what u have

systems thinking

in order to protect our production chain from evil forces, we know EVERYONE involved. by name. this is important to us because it allows us to keep a good eye on everything that happens during the make of the products that soon will be on your skin. this also allows us to find better solutions should any problem present itself to us. this also means we have a thorough understanding of the production process. which means we can make it as efficient as humanly possible. you can ask us anything about our production process, really. who knows, we might even think of something we can improve.

it is easy (and very inefficient) to sit around and wait for change to begin. over the last 15 years i have learned this: do it. now. fail. fail better. don’t sit around and wait for someone to take the lead. even if you don’t know what the hell you are doing, do it anyway. you will figure it out along the line. if you are not happy with the system: change it. 15 years ago there were a whole bunch of things i had to do if i wanted to see myself as a professional brand. turns out none of these things are important. not today. and probably not tomorrow either. i do not have a press agent. or a sales agent. we don’t do tradeshows. i don’t even see the point of seasonal collections. all these structures create a so called infinite growth but i do not want that. i want to be the best size needed to be operational and smooth, so we can serve our customers right and make them happy with a great product. we are now a 6 woman team and we handle things perfectly well, thank you very much. don’t wait for the system to change. build your own.

i think it is important to show how you fail. so others can learn from your mistakes. this allows us all to grow better and smarter. so ask me anything. i have probably fucked it up in the past.

yes, our offices are green. we use clean energy and have well isolated buildings and we recycle our waste and we eat organic food and our interiors are composed in reflection of the hunters ’n gatherers us women really are: from vintage design and other trouvailles that help us create great designs for you. when creating packaging for our product we prefer to choose re-usable options like tote-bags or recycled paper envelopes. just because we can and it makes sense, damnit.

you probably have heard about CSR or corporate social responsibility, where companies integrate social and environmental concerns in their business DNA and interactions with their stakeholders on voluntary basis. to us, this is the only way to do business. for money is a means to make everyone in the community better and not just a few. money or profit is and should not be the goal when running a business. we want to make a product that has maximum impact on the lives of its users and minimum impact on the environment we call our home.

Ghent Store

monday - saturday
10-6pm

burgstraat 21
BE-9000 ghent
phone: +32 9 334 80 10

Antwerp Store

monday - saturday
10-6pm

kasteelpleinstraat 64
BE-2000 antwerp
phone: +32 3 257 24 94

Listen to the MUSTN’TS, child. Listen to the DON’TS. Listen to the SHOULDN’TS. The IMPOSSIBLES, the WONT’S. Listen to the NEVER HAVES. Then listen close to me- Anything can happen, child. ANYTHING can be.

Tender. loving. care. site by Milk and Cookies. The new La fille d’O website will be launched the next few weeks. For now enjoy the new shop.