We caught up with the brilliant and insightful Valentine Avoh a few weeks ago and have shared our conversation below.

Alright, Valentine thanks for taking the time to share your stories and insights with us today. Alright, let’s take a stroll on memory lane, back to when you were an apprentice or intern. What’s a memorable story from that time that you can share with us?

My favourite internship was at Alexander McQueen.
During my time there, I was completely mesmerized by the buzzing creativity in the studio. Seeing all the moodboards, experimenting with fabrics, and being surrounded by such vision and artistry was incredibly energizing for a young designer like me.

It’s where I truly learned the value of patience and precision, but most importantly, how essential research is to the creative process. I also discovered the power of creating your own design language — your own codes and even your own fabrics. At McQueen, nothing was off-limits; you could transform and reinvent any material.

Of course, the hours were long, but the experience was so formative. Later on, I had the chance to work in their atelier for the “Plato’s Atlantis” show. What struck me was how Alexander McQueen built entire worlds around his collections. He told stories — deeply imaginative, powerful stories — and I carry that lesson with me to this day.

Now, in my own work, I always begin with a strong visual narrative and a clear theme for each collection and photoshoot. It’s essential to me to break away from the traditional wedding dress clichés and offer something distinctive. I actually started working with feathers very early in my own collections — something directly inspired by my experience at McQueen.

Valentine, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Valentine Avoh, and I’m a bridal designer based in Brussels.
I specialize in made-to-measure wedding dresses that combine vintage inspiration — especially from old Hollywood and classic cinema — with contemporary silhouettes and a light, modern feel. My dresses are crafted to break away from traditional bridal codes. They’re elegant and timeless, but always with a twist, and often imagined in a way that they could be worn again — to a New Year’s Eve party, a red carpet event, or a beautiful summer celebration.

I made my very first wedding dress in 2009 for a friend of a friend, and that experience completely changed my path. I instantly fell in love with the world of bridal — so close to haute couture, where craftsmanship, storytelling, and emotion meet. I started creating dresses for other friends and acquaintances, and little by little, the idea of launching my own label was born in 2016.

Before launching my brand, I had the chance to work for houses like Alexander McQueen and Alexis Mabille. Those years shaped my eye and taught me the importance of detail, texture, and narrative in a garment. Today, those elements remain central to my work: I often use delicate fabrics like embroidered tulles, intricate laces, and feathers — always seeking materials that feel special and rare, far from the standard bridal offering.

My clients are women who love fashion and who want a wedding dress that reflects their personality. They often come to me because they want something custom-made, something unique — a piece that fits them, not the other way around. Some fall in love with one of my collection pieces, others want something completely bespoke. But in all cases, they’re looking for a design that’s elegant, cinematic, and different.

One of the things I’m most proud of is seeing my dresses featured in films, including I Want You Back and Mother of the Bride, and having had the chance to create gowns for public figures — some of whom I can’t name just yet. I also love crafting visual universes around each collection: every photoshoot is carefully thought out with a story in mind, and I treat each collection as a world of its own.

My goal is not just to make dresses — it’s to create something that moves people, that feels like them, and that leaves a beautiful memory behind.

How about pivoting – can you share the story of a time you’ve had to pivot?

Yes, I had to make a significant pivot quite recently.
At the time, I had hired a wonderful assistant to help with sewing and pattern-making at the atelier. We got along really well, and having her on the team made a lot of sense from a production point of view.

But I quickly realised that, paradoxically, having someone take over the hands-on creative work — the area where I bring the most value — meant that I was spending more and more time behind a computer managing admin, emails, logistics, and less time creating and crafting, which is truly the heart of my brand.

Although I was still working on the most delicate and custom pieces, something didn’t feel right. Additionally, in Belgium, hiring staff comes with a high financial cost for small businesses, and it started to affect the balance of the business. So, I made the difficult decision to let go of my atelier assistant and instead reallocate part of the budget toward hiring someone to support me on the administrative side.

This pivot allowed me to come back to the core of what I love and do best — designing and making beautiful gowns — while offloading the tasks I find draining or time-consuming. I also regularly welcome interns to the atelier, which allows me to share my knowledge and keep the creative energy flowing.

It was definitely a learning experience, but one that brought me back to what matters most.

Sometimes, staying small is the better path — especially in a world that constantly pushes for growth and delegation. As a craftsperson, continuing to do what I love with my own hands, even if it means being in the thick of it, is what truly matters to me.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I believe consistency has played a major role. Having a clear direction and a recognisable signature style has really helped strengthen my presence — whether it’s with clients, boutiques or the press. When your work is instantly identifiable, it carries more weight and credibility.

I’ve often heard from clients or even friends that they can spot my collections right away just by seeing the photoshoots — and to me, that means a lot. It means that over time, I’ve developed a strong visual and creative identity. I think it’s crucial not to spread yourself too thin, but instead to focus and refine your craft within a well-defined creative universe.

That doesn’t mean doing the same thing over and over — quite the opposite. Once you have a solid set of codes, you can take them in different directions and tell many different stories, while still staying true to your brand. That red thread is what ties it all together.

Contact Info:

• Website: https://www.valentineavoh.com
• Instagram: https://www.instagram.com/valentineavoh/
• Facebook: https://www.facebook.com/valentine.avoh/
• Youtube: https://www.youtube.com/@ValentineAvoh/videos

Image Credits

Elodie Timmermans (photographer)