Meet Bellerose, the Belgian brand that have got relaxed streetwear fashion down to a tee. Founded in 1989, the brand launched its children’s line in 2001. With its name coming from a suburb on the outskirts of New York, Bellerose makes clothes for kids that are authentic, well-designed, comfortable and carefree. From graphic T-shirts and floaty dresses to streetwear-inspired sweatshirts and jeans, the Brussels natives privilege craftsmanship, comfort, quality fabrics and a touch of humour in their designs. With family being one of the brand’s key influences, Bellerose also endeavours to make each of their pieces ethically and sustainably. For smart but comfy kids’ clothes, full of unexpected details, join the Bellerose family!
Behind-the-scenes with bellerose
I was a distributor for Ralph Lauren in Europe in the early 80s, and again in 1989. Together with some friends, we decided to create our own brand – initially just for fun, really, something extra for us. It was a menswear collection. Very casual. Together, we opened a boutique in the style of a general store, where we sold out of everything because the collection was very small. Next, we transported our men’s collection to 90s France and, bit by bit, we added items for women and then children in order to develop our brand. The idea was not to create anything classic but also not be known as fashion victims either. My son, Derek, joined the boys' styling team. He then took care of [the] men’s [collection]. And that’s how it started. He’s very creative and we’re very in tune with each other.
PATRICK, CAN YOU TELL US HOW THE BELLEROSE STORY BEGAN?
In 2002. I knew Laetitia, Patrick’s partner, whom I met during an internship. She designed the women’s fashion and did a season of children’s clothes too, but it was too much work. So, they started looking for a stylist and, as I designed children’s clothes, everything seemed to just fall into place. The style of clothes suited me because it was close to what I was used to in terms of inspiration - the pronounced taste for architecture. For me, Bellerose Kids represents more a lifestyle than anything else.
Stéphanie, when did you join the team?
So, architecture is one of your great passions?PATRICK: If I wasn’t a designer, I would be an architect. That’s certain. I love the blend seen in architecture, like in our collections. We mix feminine with masculine, or style cashmere with trainers, for example. For our boutique layouts, we have a team of two people who we have creative meetings with twice a month, where each person explains what they would like to do. As with the collections, everything needs to be coherent.
STÉPHANIE: This could even be just a small detail, maybe a well-designed chair or rug in a catalogue. The work done in our boutique display windows is always in line with one same theme.
Has New York also been a source of inspiration?PATRICK: My taste for the US started when I was in the Ralph Lauren School. I lived over there for a year. I visited lots of places, and I saw a lot. They invented sportswear, jeans [et cetera]. I fed off of all that, of course. But today, it’s developed into something greater.
STÉPHANIE:Our original inspiration came from the US. It’s the root of workwear, as well as military and vintage clothing. Today, our work is very authentic, modern and has an offbeat contemporary style. Even if it was the case in the beginning, Bellerose isn’t just associated with New York anymore. It’s more cosmopolitan.