H&M collaborates with Amsterdam-based Love Stories for its first lingerie collection
We confess: we just can’t. Stop. Hoarding. On. Lingerie.
Which certainly doesn’t help when we caught wind of H&M’s newest collaboration with Amsterdam-based lingerie label Love Stories. Although the Swedish fast-fashion giant is certainly no stranger to joining forces with designers from the likes of Kenzo and Erdem, the H&M x Love Stories will be its first-ever collaboration with a lingerie label.
Launching islandwide this August 9, this capsule 20-piece collection has everything from bralettes, briefs, thongs, pyjamas, slip dresses, as well as ‘loungerie’ items like socks, kimonos, eye masks, travel bags and more.
In case you’re not familiar with Love Stories: the Dutch intimates label, which launched fairly recently in 2013, is perhaps best known for its fun prints and comfortable designs. Think animal and floral prints, accented with your usual lingerie details like lace and tulle. Its aesthetic is about creating tops and bottoms perfect for mixing and matching – because hey, isn’t lingerie supposed to be fun and experimental, anyway?
As you would expect, this first-ever intimates collaboration stays true to Love Stories’ aesthetic of ‘perfect mismatches’ of prints and colours. There’s everything from athletic stripes and floral prints, to star motifs and leopard in flirty shades like dusty pink, olive and black.
Marlos Hoedeman, Love Stories’ founder and designer, told Vogue exclusively that the collection is comprised of “pieces created to be worn at home without forgoing style. They are not necessarily worn only at home: our idea is to create a versatile product people love to wear and, why not, also to flaunt.”
“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 (founder of Love Stories) for her energy, her drive and, of course, her designs, so we’re thrilled to be doing this together,” shares Pernilla Wohlfahrt, H&M’s Design Director.
Summer might be drawing to an end around the world, but there’s no saying why your wardrobe couldn’t use with a fun lingerie update. Check out the entire H&M x Love Stories collection in the gallery above!