This report analyses the labelling of domestic celebrities in Flanders (Belgium) as BVs or Bekende Vlamingen, its definition and evolution. Through interviews with Flemish celebrities, it is observed that there is a tension around this label: on the one hand, it has a negative connotation, especially since more people became famous through reality TV; on the other, most interviewed celebrities acknowledge that objectively speaking, they are a BV. This self-definition as BV is made with reference to three criteria: personal characteristics (achievements), the public (degree of recognisability) and the media.