H&M is Launching a Lingerie Capsule Collection with Love Stories
H&M has long been known for their sold-out collaborations with high-end designers — Marni, Comme des Garcons, and Moschino to name a few — but their latest collaboration is a significantly more indie venture, with the launch of their first-ever intimates collaboration with lingerie brand Love Stories.
Established in Amsterdam in 2013, Love Stories is known for their relaxed designs with mix and match prints such as animal, stars, and florals.
In an interview with WWD, Pernilla Wohlfahrt, H&M’s design director, stated, “With this collaboration, we really want to show that lingerie can be as fun and expressive as clothing, even if not always visible…We’ve admired [Love Stories designer] Marloes [Hoedeman] for a long time for her energy, vision and her projects.” Marloes Hoedeman, Love Stories designer, further explains, “We are affordable but not for everyone. With this collaboration, our design is, which makes it very nice.” Both women count their mutual respect for one another as the reason why this particular collaboration was fun to work on.
The collection, featuring bralettes, briefs, thongs, pyjamas, slip-dresses, eye masks, socks, travel bags, and kimonos, will be available worldwide August 9.