H&M launches its first ever collaboration with a lingerie brand – the trailblazing Amsterdam-based Love Stories. Created in 2013 by the multi-talented founder Marloes Hoedeman, Love Stories is known for their eclectic prints, mix-and-match approach and comfortable designs. The H&M x Love Stories collection will feature classic Love Stories pieces designed in collaboration with the H&M in-house team, and will be available in selected stores worldwide as well as online from 9 August.
The H&M x Love Stories collaboration is a womenswear collection featuring a gorgeous and comfortable range of bralettes, briefs and thongs along with sleepwear, an eye mask, socks and travel pouches in lace, satin and soft polyamide. Designed together by the H&M in-house team and Love Stories, all the pieces have the distinctive Love Stories print and colour combinations, which Hoedeman likes to call “perfect mismatches”. Leopard print, stars and bold florals are mixed with lace, athletic stripes and ruffled edges. The colour palette consists of a dusky pink, black and olive green. Everything can be effortlessly mixed and matched to suit any mood and allows the wearer to really showcase their personal style.
“Lingerie has always been an important part of fashion. With this collaboration, we really want to show that lingerie can be just as fun and expressive as clothes even if it’s not always on view and therefore Love Stories was the perfect fit. We’ve long admired Marloes for her energy, her drive and, of course, her designs, so we’re thrilled to be doing this together,” says Pernilla Wohlfahrt, H&M’s Design Director.
“I like to call the collaboration between Love Stories and H&M our love affair! From day one, there was an incredible respect for one another and there was a chemistry between all the designers, so we blended together amazingly. The collection revolves around the classic Love Stories items – the bralette, the bikini briefs and thongs – and the ‘perfect mismatches’ of prints and colours,” says Marloes Hoedeman, founder of Love Stories.