PrimaDonna news and archive

Female power as you've never seen it before

When three powerful visions unite, the result transcends a traditional campaign. Primadonna, photographer Marie Wynants and body confidence icon Vivian Hoorn connected over a shared belief: female power is undeniable, at every stage of life and in every form. The result is a campaign that is both artistic and authentic, showcasing what...

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Business

Levi's executive appointed new CEO at Van de Velde

Belgian lingerie group Van de Velde has appointed Marc Dambremez as chief executive officer. According to a press release, he will take up the position on August 31, 2026. He succeeds Karel Verlinde, who is leaving the organisation after seven years. Dambremez has been tasked with accelerating the company's next phase of growth. With over 15...

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Business

Van de Velde reports revenue recovery in second half of 2025

Belgian lingerie group Van de Velde (VdV) has reported a positive turnaround in the latter half of its 2025 financial year, following a challenging start to the period. The company realized revenue growth of 1.9 percent in the second half of the year. However, full-year figures remained slightly below the previous year's levels. Comparable...

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Report

Van de Velde turnover decreases by 5.1 percent

Van de Velde reported a comparable turnover of 116.2 million euros, a decrease of 5.1 percent for the first six month period. The company said in a statement that the comparable turnover of the D2C segment reached 28.3 million euros, up 11.1 percent, while the comparable turnover of the B2B segment amounted to 87.9 million euros, down 9.4...

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Fashion

Lingerie brand PrimaDonna uses new technologies to help create more inclusive collections

From its beginnings, PrimaDonna, the flagship underwear brand of Belgian group Van de Velde, has positioned itself on the aspect of inclusiveness even though the term is far from being democratized in the fashion and lingerie industry. More than 150 years after its founding, the company continues to bring together loyal customers and attract new...