I’m always excited to see fellow Belgians do well here in London, so of course I grabbed the opportunity to meet Murielle Scherre, whose lingerie label La Fille d’O has just landed in the UK, exclusively at Selfridges. Not only did her enthusiasm and passion about her collection manage to turn me into a lingerie-convert, but she also brought some Belgian chocolates with her. A girl after my own heart.

I have to hold my hands up and admit that I don’t know all that much about “Lingerie” with a capital L, I mostly prefer my underwear simple and basic (and machine washable). It’s definitely a world I’m not very familiar with, but then I arrived at the lingerie department in Selfridges, which is absolutely massive, so clearly there’s something I must be missing.
Murielle has such a passion for what she does, and a way of explaining her collection, techniques, materials, that I wanted to just buy the whole lot. With everything from a “starter bra” to more kinky items, she explains what makes it so different from other lingerie in the market. First of all, it’s a 100% Belgian design, Belgian made with local materials. Her technical background allows for interesting details and designs.

Murielle doesn’t work by the usual standards: no seasonal collections, when it’s done, it’s done, whenever that may be. She designs for every woman, whether they’re aged 15 to 85, for every size and shape, but won’t make something in a certain size if she doesn’t believe it will look good: some bras are made for a bigger cup, some for a smaller cup, some for everyone, simple as that. La Fille d’O is also going one step further and have created a maternity bra – “breastfeeding doesn’t mean you can’t wear nice underwear” – and a prosthetic bra, after a young customer wrote to her explaining she had a mastectomy and if could she design something she didn’t have to buy in a medical store. “My customers are used to a certain standard, I’m just there to support them in their new path.”

It’s almost a shame Murielle can’t be at the Selfridges concession full time, because I feel like every potential customer needs to hear the stories behind each piece. On the hanger, it doesn’t always show just how extraordinary the item is, so all I can say is go try it on for yourself.

La Fille d’O at Selfridges,
Lingerie Department 4th floor

P.S. You can spot Jessie J sporting some La Fille d’O in her latest video, Who You Are.

Some of the collection is also for sale on Selfridges’ website here