Tomorrowland has always been about more than music. From its elaborate stage designs to its fantasy-inspired storytelling, the festival has built an identity that’s as much about art and creativity as it is about electronic dance music. Now, the company behind the iconic event is taking that vision in a completely new direction—with the launch of its own luxury fashion house.
We Are One World, the Belgian company behind Tomorrowland, has officially unveiled Boloria, a new haute couture label that made its runway debut just before Paris Couture Week.
At the creative helm is acclaimed Belgian designer Olivier Theyskens, who has spent the past two years quietly bringing the project to life. Working from We Are One World’s headquarters in Antwerp, Theyskens and his team developed Boloria as an independent fashion house with its own atelier, even while sharing the same campus as the people responsible for producing one of the world’s biggest dance festivals.
The collection leans into Theyskens’ signature Neo-Gothic aesthetic, blending dramatic silhouettes with intricate craftsmanship. While it’s a standalone fashion brand, there are subtle ties to Tomorrowland’s visual identity.
The name Boloria comes from the Latin name for a genus of butterflies—a fitting choice considering the butterfly has become one of Tomorrowland’s most recognizable symbols over the years. It’s a small but meaningful connection that reflects the company’s passion for storytelling across different creative mediums.
Interestingly, Theyskens wasn’t a longtime Tomorrowland fan before joining the project. He has said he first discovered the festival almost by accident while visiting his parents in northern Belgium. That chance encounter eventually led to meetings with brothers Michiel and Manu Beers, the founders of We Are One World.
What impressed him most wasn’t the festival itself, but the way the company approaches creativity.
“For them, sound is a craft, lighting is a craft,” Theyskens said, describing a philosophy that values every creative detail—an approach that translates naturally into the world of couture.
The launch of Boloria marks another step in We Are One World’s evolution from festival organizer to broader lifestyle and creative company. Rather than simply extending the Tomorrowland brand onto merchandise, the company is investing in entirely new creative ventures that can stand on their own while sharing the same passion for design, imagination, and craftsmanship.
Meanwhile, Tomorrowland itself returns to Boom, Belgium, across two weekends—July 16–19 and July 23–26, 2026. Organizers have teased one of the festival’s most ambitious themes to date, alongside a lineup featuring Calvin Harris, Martin Garrix, Hardwell, ILLENIUM, David Guetta, and many more.
Whether Boloria eventually becomes a staple of the luxury fashion world remains to be seen, but one thing is clear: the creative universe behind Tomorrowland is continuing to grow—and it’s no longer limited to the dancefloor.
