Crossing paths with WBDM means gaining access to in-depth industry knowledge and extensive networks, shared with simplicity and kindness. This helps designers and businesses find their way and open doors to international stages and museums – and even to Beyoncé’s wardrobe.
A great sense of joy… and a bit of a rush – that’s what Geneviève Le Clercq felt when she learnt that Kewlox had been selected by WBDM (Belgium is Design) for the Maison&Objet trade fair scheduled six months later. It was 2016. She had only just taken over the reins of the furniture factory founded by her father in 1960, and whilst she was aware of its iconic potential, she also knew how much the brand needed a genuine revamp.
“Our product had enjoyed considerable recognition among architects and designers, but over time it had been marred by unnecessary additions.” A repositioning was needed. Taking part in a collective stand for Belgium is Design at Maison&Objet gave the brand a real boost. And Kewlox approached Julien Renault (Designer of the Year 2023), a “fateful encounter” heralding a long-term collaboration that enabled the catalogue to be streamlined and the brand’s image refocused on its intrinsic qualities. In this regard, the support of WBDM was also decisive.
The interest shown in us may seem obvious today, but at the time, the team could easily have overlooked us. Fortunately, they had the ability to understand and recognise what we were doing (…) WBDM are people with whom you have constant and incredibly enriching exchanges. They are always suggesting contacts who would be worth meeting, always with great kindness and spontaneity. This helps you feel at home, whether at a trade fair in Paris or Milan, or here in Belgium, where events like this allow you to validate your work. Kewlox could have remained a brand of garage furniture… Yet here we are, being included in the permanent collection of the Centre for Innovation and Design at Le Grand-Hornu in Belgium.
Justine God, founder of the fashion label Imprevu, also praises the support provided by the agency – and its consistency. From her early days at Paris Fashion Week to her first steps into the US market, WBDM’s network has opened many doors for her, and even today, whenever she considers entering a new market, she knows exactly where to turn to find out about local players.
As well as being incredibly responsive and approachable, the WBDM team has built up an excellent network. When they tell me I can trust a particular person, I rely on their judgement. Trust is key! Fashion is a unique sector, where you often find yourself working in a bubble and where you can come across the wrong sort of people, who then cause you problems. How do you find business partners or a good PR agency? There are so many out there. Good advice in this area helps you avoid major mistakes and saves you time.
Justine God admits she often finds herself short of time. That’s why she’s always keen to attend the professional events organised by the agency. “Between creation, production and distribution, we’re constantly swamped; events like these take you out of your daily routine and give you the chance to meet new people. I always come away feeling enriched.”
In design, as in fashion, one encounter leads to another, and so opportunities expand. Sarah and Carol Piron can certainly attest to this through their studio, FILLES A PAPA. The Showrooms [les belges] organised at Paris and Milan Fashion Weeks by WBDM between 2010 and 2016 led them to collaborate with the Parisian communications agency Outlevel, which subsequently placed their clothes in the wardrobes of Beyoncé, Céline Dion, Marion Cotillard and Isabelle Huppert. This was enough to send their brand soaring. And a few years later, a grant awarded by WBDM, following a selection process by a panel of industry professionals, enabled them to strengthen their position across the Atlantic by funding new press relations.
Looking back on our journey, we can see that WBDM has been there at both these key moments. In an industry where competition is fierce, where everything moves at breakneck speed and where every business has to juggle so many things, this sort of well-judged and tailored support is invaluable.