Innovation
Continuous innovation is essential to remain competitive. The innovation department at Van de Velde prepares new R&D projects for successful implementation within the company, in close consultation with various departments (design, digital, supply chain, etc.).
Our focus is on three areas:
- The product of the future
- The design and production process
- The fitting room of the future
Product
Development of the K-cup
The average cup size is going up and lingerie sizes are evolving along with it. That’s why PrimaDonna has decided to extend its range. The new K cup is available in the new fashion color of the iconic Deauville series.
Nursing bra
The PrimaDonna Twist nursing bra has a unique, patented design and is available up to a J cup. It has removable underwire, sturdy padded cups, an elastic inner bra, and a special pocket for nursing pads. It can also be opened with just one hand. This bra makes it easy to feed your baby comfortably and discreetly. It’s super-comfortable, prevents cracked nipples and mastitis, and makes you look and feel at your best!
Process
Objectivating fit
Van De Velde investigated the effect of a bra on a woman's body through scientific modelling and 3D scanning technology. The result is a digital breast-model allowing perfect fitting, based on a woman's personal body shape.
The perfect fit is achieved in an iterative process, in which our 100 years of craftsmanship are complemented by new technology and objective methodology.
Fitting room
3D mirror
The digital body scanner creates a 3D model of the upper body, recording over 140 measurements in less than a minute and determining the body type. The lingerie stylist together with the 3D mirror will then recommend the most suitable styles and colours to complement figure and shape. The mirror photographs the customer in every product and displays the images on the monitor, allowing the customer to compare each product immediately, and choose their preferred styles.