JBC is a store that is seriously underestimated by the young folks here in Belgium. They don't seem to notice it, they aren't interested, they have forgotten about it. I can count all my friends who visit their store now and then on one hand. But I understand why, despite JBC's attempts for a fresh new image most young people see it as a boring family store. A place to go shopping when you were a kid or for your parents. FALSE. They have proven to be young and dynamic. Remember their multiple collaborations with De Designers (Belgium's Project Runway), or Christophe Coppens? And last fall's collaboration with Alice Temperley and Kaat Tilley? That's not bad at all, on the contrary!
I'm going to prove to you that JBC is a cool and trendy store. Even so much that my mother starts to complain that it's "just for the young folks". These lookbook pictures from the current collection remind me that I urgently have to visit one of their stores!
La Fille d'O for JBC
Nevertheless, I see JBC as a hidden gem. The lack of visits from my generation causes that the best pieces (in my humble opinion) and sizes remain in store. So shhh, don't tell too many people!