Olivier Theyskens to Debut New Brand During Paris Couture Week
Belgian designer Olivier Theyskens is set to unveil the first chapter of his new Antwerp-based fashion venture, Boloria, on July 5 — just ahead of Paris Couture Week, which runs from July 6 to 9 in Paris.
First announced last November, the emerging fashion house is backed by We Are One World, the Belgian company behind the globally recognized Tomorrowland music festivals.
Known for his work at fashion houses including Rochas, Nina Ricci and Theory, Theyskens has been teasing Boloria’s visual identity through a series of moody black-and-white images that hint at sharp tailoring and subtle deconstruction. The imagery, photographed by longtime Belgian fashion collaborator Willy Vanderperre, is described by the brand as work that “invites interpretation.”
Boloria aims to reflect distinctly Belgian sensibilities — emotion, integrity and sensitivity — values that have long shaped Theyskens’ approach to design. The label also describes itself as the beginning of a broader creative partnership that will extend beyond fashion into multidisciplinary projects.
The launch further expands Tomorrowland’s growing lifestyle empire. In recent years, the festival brand has branched into fashion, fragrance, furniture and accessories through collaborations with brands including Sarda, Serax, Baobab and Suspicious.
Born in Brussels, Theyskens rose to international prominence at just 21 years old after Madonna wore his black satin hook-and-eye gown to the 1998 Oscars. He later paused his namesake label to lead Rochas in 2003 before taking creative roles at Nina Ricci in Paris and Theory in New York.
More recently, the designer returned to his independent label while also collaborating with French pop icon Mylène Farmer on her 2024 “Nevermore” tour.
Photos Credit: Courtesy of Boloria
