Designer Murielle Scherre describes the hard to heart collection as “a story of surrender, a story of trust — even when the hours to come are as uncertain as the afterlife. It’s a story about love so powerful you will let it take your hand and lead you to where ever — you will follow — heart beating with excitement, the brain aware of it’s unemployment. You will stand at the edge of reason and let yourself fall back into the wild. Hard to heart is about opening up, about thinking less and feeling more — it’s about getting rid of your need to justify your every move, without loosing your honesty. Some things are just obvious, if you only have the guts not to step aside when presented to you.”

This collection is a very tactile one, with tender flocked materials in combination with strong graphic elements such as the cache coeur lining of the bras. The crossing lines also reappear in the fabric’s heart motif and the découpe of the collection. The designer looked for new forms that enclose the body visually.

A proud Murielle also told us: “Besides the creative part, a lot has been cooked up on the practical level as well. Since day 1, la fille d’O has been produced in Belgium, Ypres to be precise, at Celesta. This time however, a clear choice has been made towards the raw materials as well. Primarily our base materials originate from Belgium and some other supplies come from no further than Germany or France. The whole of the textile sector falls apart because one prefers quantity and cheapness to quality, selection and durability. These are choices that jump right back into our face. I am convinced I can find enough sympathizers who support such contra-commercial choices. Why would you spend more money on a similar product that you can find a couple of shops further down the road, be it of less quality? We can choose. That is luxury. “

Photos courtesy of La Fille d’O. More info on lafilledo.com — online shopping at www.lafilledo.com/shop.

The special vibe La Fille d’O has going on their site (and in their shop, in their label image and I’m pretty sure in the mind of designer Murielle Scherre) is transferred onto your computer monitor with candid-style photography and unconventional modeling by the very sexy designer herself…

I’m LOVING it, and I’m quickly turning in to a fille d’O myself…

The links: The La Fille d’O site — The La Fille d’O shop — Our TLP La Fille D’o Archives!

As a label, la fille d’O is very conscious of the fact that lingerie needs to support the mind as much as the body — and that’s why the people selling the lingerie pride themselves in establishing a somewhat different client-seller relationship than we usually see. There’s getting to know eachother — there’s trust — there’s discovering new things in a totally new environment…

All kinds of personal shopping options are available — but to all our Belgian readers I suggest you go take a look during regular opening hours… I’m sure the buzz is — great!

As a little extra, some more exciting and daring pictures from la fille d’O’s latest collection — and their salon! For more info — check out the la fille d’O Myspace page!

For our Belgian readers:

Maison la fille d’O
Holstraat 91
9000 gent
open: di en za  15h-19h

Maison la fille d’O
Mercatorstraat 57
9100 st. niklaas
open: do en zo 12h30-15h30

Straight from their website:

D’o the things a good grrl should, but in your own stubborn way! Which usually means working hard* playing faster* take nothing for granted* enjoy what you have* if you want more* know how to get it* appreciate what people do for you *return the respect people give you *if no respect is given to you, screw them *

I think I feel at home . But no, seriously, the bold and aggressive feel you get when watching their website shines through in the lingerie, even though the beautiful (she’s modelling in some of the photo’s attached to this post) Muriel sounds like a very peaceful person… I love contrasts!

The photo’s (copyright: lafilledo.com) hopefully speak for themselves. The sets I have are very beautiful and the quality is excellent… In the next few weeks and months I’ll make sure to zoom in on some pieces for everyone! Until then: enjoy the photo’s!