Bruges, Belgium


Driven by an admiration for Belgian brands, l'héroïne is a luxury boutique located in the historic centre of Bruges. The boutique is home to a range of cultivated labels focusing on the artful aspect of design.



The Boutique

With over 30 years of experience as a boutique owner, Martine Goethals is focused on innovating and helping upcoming designers evolve. Even though the store is located in an atypical fashion city, clients have no trouble finding their way there. l'héroïne has an international acclaim and a loyal overseas following.

Noordzandstraat 32, 8000 Bruges.
Mon-Wed: 10.00-13.00 and 14.00-18.00, Thu-Sat: 10.00-18.00.
Closed on Sunday.

I inspire a client by helping her step out of her comfort zone and seeing herself from a different perspective.

The Owner

Does your boutique reflect who you are?
My employees and I are quite artistic, which automatically attracts a certain audience. Our clients are culturally involved and intellectual. They are the type of women that travel often and read a lot. They don’t buy a piece because it's on trend, but because it's sustainable. The connection between art and fashion is what drives the store.

In what way is fashion connected to art?
Designers like Christian Wijnants and A.F. Vandevorst don’t ask themselves what will sell next season, their creations are purely based on independent inspiration and personal ideas. In my opinion, the fashion industry could use some change because creators can’t keep up with the current speed. We stimulate sustainability and encourage clients to combine new items with what is already in their wardrobe.
What is your approach towards upcoming designers?
Our admiration for upcoming talent is the foundation of our boutique. From the start, my intention was contributing to the industry in an innovative way. In the eighties, we witnessed the rise of the Antwerp Six. We immediately supported them and established a sustainable relationship. Unfortunately, you can’t discover designers like that every year but when you do it’s utterly satisfying to grow together.

How would you describe l'héroïne?
Quite adamant. I don’t follow the example of competing stores, even if that means having a more limited audience. It’s the same with personality, you either like someone or you don’t. I’d rather take a risk to keep things interesting, than to be plain and boring.

The Boutique Collection

See the highlights and curated key pieces from l'héroïne's collections
The Boutique