l’héroïne

If you know your Bel­gian fashion then you’ll pro­bably have heard of l’héroïne. The legen­dary shop set up over 30 years ago by Mar­ti­ne Goethals was the launch plat­form for many fashion icons. L’héroïne lives on the well-trod­den Noord­zands­traat just a few steps off the main squa­re in Bru­ges. Its unas­su­ming sim­ple faça­de ele­gantly allu­des to the fashion his­tory made within tho­se four walls. 

L’héroïne is known all over the world for hou­sing avant-gar­de Bel­gian fashion, usually only found in Ant­werp. Mar­ti­ne is always on the look-out for fresh Bel­gian talent to exhi­bit in her shop becau­se, do not be mis­ta­ken, the clothes in this bou­ti­que are more than just clothes…they are pie­ces of art. 

L’héroïne reuni­tes mostly Bel­gian desig­ners, both young and less young. Mar­ti­ne has a great eye for age­less beauty and stocks clas­sics like Ant­werp Six mem­bers Dries van Noten, Ann Demeu­le­mees­ter, and Mar­tin Mar­gie­la, but also talents from the second gene­ra­tion of strong Ant­werp desig­ners like Tim Van Steen­ber­gen and Chris­tian Wij­nants. Mar­ti­ne is moving towards sea­son­less collec­tions and all the pie­ces she stocks are, by defi­ni­tion, time­less. She has also cho­sen some more expli­citly sus­tai­na­ble brands such as the exqui­si­te 100% recy­cled rain­wear brand Nor­we­gian Rain, the orga­nic made in Por­tu­gal hand­bag brand Lies Mer­tens, and the made in Bel­gium mother-daugh­ter duo brand Award/​t. 

Head to l’héroïne for invest­ment pie­ces that will never go out of fashion and will accom­pany you throughout life.