Checks and flannel may be highly covetable in fashion now, but Bellerose has been making them for 20 years. When the brand celebrated that anniversary with its very first fashion show on 10 September, it chose a “streets of New York” theme, including pretzels and popcorn, for the show and after party.

In recent years, Bellerose has evolved a lot. “Five years ago we took a turn,” explains creative director Philippe Van Heurck. “We’ve become less classic, been using less logos. We’re less American-minded, in favour of a more pure look.”

Although it may have less to do with American style, it has everything to do with New York style. “Today, our collection looks like what people are wearing in New York,” says Van Heurck. Fashion influences and human cultures are mixed together, creating a basic look with a special twist.

In a tour of the company’s headquarters in Groot-Bijgaarden, just outside Brussels, Van Heurck stops by a “mood board” filled with pictures taken by famous blogger Scott Schuman (better known as his website alter ego The Sartorialist). “Those are a huge source of inspiration to us,” says Van Heurck, as he points out the cleverly inspired outfits worn by the random people on New York streets who Schuman photographs.

“We’re still very proud of our Belgian roots, but we’ve become an international brand,” explains Hilde De Bruycker from her perspective as sales coordinator. Much time and energy is spent building an international network and expanding beyond the borders of Belgium.

Along with its slew of Belgian stores, Bellerose has retail outlets in Paris, Amsterdam and San Sebastian, Spain; the goal is to conquer more key European cities. “We feel Bellerose is a city brand, but we also want to find the exact right cities to introduce our shops,” she says.

As for Belgium, Bellerose approaches every city and neighbourhood in a different way. The delicate boutique in Brussels’ Dansaert quarter cannot be compared to the comprehensive flagship store on Stefaniaplein. “The way you present your brand can attract an entirely different clientele,” explains De Bruycker.

That’s why the new shop in the Drukkerijstraat in Antwerp is their most modern and innovative to date – to appeal to the fashion crowd. Judging from the enthusiastic group of press and friends at the opening party, they succeeded brilliantly.

www.bellerose.be