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| Mosaert | |
|---|---|
| Name | Mosaert |
| Founded | 2014 |
| Founder | Stromae; Paul Van Haver |
| Country | Belgium |
| Location | Brussels |
| Genre | Pop, Electronic, Fashion, Design |
| Parent | Independent |
Mosaert
Mosaert is an independent creative collective and label founded in Brussels by Belgian artist Stromae (Paul Van Haver) and associates in 2014. The organization operates at the intersection of music, fashion and visual arts, producing records, apparel, videos and stage concepts while collaborating with a range of artists, designers and brands. Mosaert has become known for multidisciplinary projects and partnerships with notable entities across Europe and beyond, shaping contemporary conversations in pop and electronic music, contemporary art and commercial design.
Mosaert was established in the cultural milieu of Brussels amid post-2010 shifts in European pop music, following the international success of Stromae's albums and tours such as Racine carrée and the associated Racine carrée Tour. The collective grew from studio projects and visual experimentation tied to music videos like those directed with collaborators from Antwerp and Paris, and benefitted from connections to institutions such as La Monnaie and festivals including Les Ardentes and Dour Festival. Early activities included releasing singles, producing music videos and designing limited apparel; these moves mirrored strategies used by collectives associated with XL Recordings, Because Music and Warp Records while remaining independent. Over time Mosaert expanded into product design and brand collaborations, engaging with companies from Belgium to France, Netherlands, United Kingdom and United States, and working alongside cultural platforms such as Montreux Jazz Festival and Coachella. Leadership retained a focus on author-driven projects and maintaining ties with performance venues like Palais 12 and Forest National.
Mosaert's output spans recorded music, apparel, accessories and multimedia content. The label has released singles and EPs featuring artists connected to the European music scene, with production aesthetics resonant with synth-pop and electronic dance music producers associated with Daft Punk, Justice (band), and Kraftwerk's legacy. In fashion, Mosaert has produced limited-run clothing lines characterized by distinctive motifs and color palettes, comparable in market positioning to designer collaborations seen with H&M and UNIQLO special collections. Product design projects have included capsule collections, bespoke packaging and stage merchandise manufactured in partnership with ateliers in Antwerp and Paris, and displayed in retail windows alongside works by designers from Saint Laurent, Dries Van Noten, and Issey Miyake. Visual identity and video production often involve technicians and directors from La Fémis, Paloma (production company), and visual artists who have shown work at Centre Pompidou, Museum of Modern Art and Bozar.
Mosaert has engaged in collaborations with a wide array of artists, brands and cultural institutions. Musical collaborators have included performers and producers linked to Christine and the Queens, Vitaa, Maître Gims, and international figures from Canada and United States scenes. In fashion and retail, Mosaert partnered with labels and houses reminiscent of strategic alliances between Adidas and Y-3 or between Uniqlo and Jil Sander, working with European ateliers, fabric mills in Italy and distribution partners across Benelux and Île-de-France. Cultural partnerships extended to festivals and broadcasters such as France Télévisions, RTBF, and stations like NRJ and BBC Radio 1 for premieres and special programming. Production and creative partnerships include collaborations with visual directors associated with Cannes Film Festival short film programs and photographers who have shot editorials for Vogue, i-D and Dazed.
Mosaert's marketing strategy blends traditional promotion with immersive retail experiences and digital campaigns. Releases have been announced via premieres at venues and festivals like Ancienne Belgique and Zénith Paris and through curated pop-up shops in neighborhoods such as Le Marais and Dansaert in Brussels. Retail distribution for apparel leveraged boutique networks similar to those of Opening Ceremony and Colette (store), while music distribution employed independent channels aligned with Bandcamp and specialty distributors serving vinyl markets like Discogs collectors and independent record stores including Rough Trade and Fnac. Marketing efforts made use of collaborations with influencers and creatives who have contributed to campaigns for Calvin Klein, Gucci, and Louis Vuitton, and utilized premieres on platforms comparable to YouTube premieres, Spotify editorial playlists and curated radio sessions on BBC Radio 6 Music.
Mosaert's interdisciplinary approach has influenced discussions among critics and cultural commentators in outlets comparable to The Guardian, Le Monde, Libération, NRC Handelsblad and De Standaard, and in specialized magazines such as Pitchfork, The FADER and NME. Commentators have noted its role in blurring lines between music production and fashion practice, drawing comparisons to multimedia enterprises like Gorillaz and creative houses like XL Recordings (arts projects). Its apparel and visual work have been exhibited or referenced in contemporary art contexts including galleries that also host artists from Belgian surrealist lineages and modern illustrators associated with Cartoonist movements. Mosaert's releases and collaborations have earned nominations or mentions in award circuits and festivals including Victoires de la Musique and program listings at SXSW, contributing to a reputation for curated, auteur-driven projects that bridge popular culture and contemporary art.
Category:Belgian record labels Category:Belgian fashion houses