INITIALS BB: A Belgian fashion icon depuis l’été 1989

■Context
Founded in the summer of 1989, family-owned and run Belgian fashion label Bellerose redefines everyday essentials, dressing the entire family from head to toe with long-lasting pieces that blend comfort and style. Drawing inspiration from the iconic US ‘general store,’ Bellerose was among the first to mix eclectic items like camping knives with daily fashion staples. Now a Belgian hallmark, the brand embodies a lighthearted, adventurous spirit, offering a curated selection that highlights its own private label, alongside a range of products from other brands.

Challenge
As Derek Van Heurck stepped in as Creative Director, bringing a more contemporary vision, the brand faced an important challenge: how could it evolve into a new chapter while staying true to and leveraging its heritage? The challenge was to modernize without losing the essence that made Bellerose iconic.

Solution
Base Design Brussels was brought in to support the new Creative Director in shaping a vision that honors Bellerose’s legacy while embracing a forward-thinking approach. Collaborating closely with Bellerose leadership, Base redefined the brand’s foundations—covering everything from vision to storytelling and visual identity. The new identity blends the brand’s classic roots with a bolder, fashion-forward European attitude. This transformation brings a renewed energy and cohesive brand dynamic, marking a shift from 70's Americana-inspired aesthetics to a more editorial, architectural design.