ALICIAAUDREY: Belgian Label for Double-Faced Coats

What started as an experiment at a fabric market grew into a fully-fledged fashion label. Alicia Meus and Audrey Joris unexpectedly found themselves at the beginning of a fashion story that has since evolved into the Belgian brand that bears their name: ALICIAAUDREY.

FROM SHANGHAI TO BELGIUM

The story begins in Asia, where the two friends decided to visit a tailor market in Shanghai during their studies. They weren’t expecting to find anything special and simply wanted to experiment. The result? A custom-made, reversible coat.

Back home, their coats attracted far more attention than anticipated. What started as coincidence soon evolved into a clear concept. That’s how ALICIAAUDREY was born, a brand that has since presented a refined selection of double-faced coats each season.

TIMELESS, REVERSIBLE, AND MADE FOR THE IN-BETWEEN SEASONS

ALICIAAUDREY stands for timeless pieces crafted in exceptional-quality fabrics. The designs are minimal yet always feature a subtle twist in color, detailing, or finishing. In this way, the label continues to build its own collection of modern classics.

Many of the coats are reversible, allowing you to decide which style to wear on any given day. Variations in pockets, belts, and accents quite literally give the designs two faces. Two coats in one, double the pleasure.

The coats move effortlessly with seasons that increasingly blend into one another. These are pieces that transition seamlessly from winter to spring and beyond. The fabrics are developed in-house, crafted from pure wool and cashmere. The moment you put them on, you’re wrapped in warm, soft luxury.

“We constantly try to understand what truly makes a garment timeless. Vintage styles that inspire us are translated into our current collections with a fresh twist.” — Alicia Meus and Audrey Joris, founders

A ROYAL SEAL OF APPROVAL

ALICIAAUDREY’s designs have won over not only fashion lovers but also members of royal circles. Both Queen Mathilde and Queen Máxima have been spotted wearing coats by the label on several occasions. Their choice for ALICIAAUDREY’s timeless elegance confirms the refinement, quality, and class the brand embodies, a remarkable compliment for a label that began with a single coat and a spark of curiosity.

Since 2020, the brand has collaborated with royal warrant holder Natan. This partnership goes beyond a traditional collaboration: the two brands create unique pieces together, and Alicia has gained invaluable insights from this iconic fashion house.

^{Photo credits: Shutterstock}

10 YEARS OF ALICIAAUDREY

The beginning was calm and unhurried. The fashion label came into their lives somewhat unexpectedly. Their personal journeys continued, yet ALICIAAUDREY was always there. The two friends started with one coat, then another, and step by step the story unfolded. Today, the brand offers a complete collection.

Over the past ten years, they have come to understand the fashion landscape and discovered how interconnected everything truly is.

Without a background in fashion but driven by strong curiosity, they took their first steps. Not everything went smoothly from the start, small mistakes and learning moments were part of the journey. At the same time, the right people crossed their path. Sophie Helsmoortel of Cashmere, Cotton & Soie supported them with guidance and advice during their first collections and continues to represent the brand in the boutique to this day.

Ten years later, the most important lessons have been learned. With a team that has been growing alongside them for several years, they are more ready than ever to continue writing their story, including on an international level.