Starting from August 9 the new Love Stories x H&M lingerie capsule collection will be launched online and in select stores. For the Swedish giant this is the first collab with a lingerie brand.
Women’s Lingerie: Love Stories x H&M, Vogue.it
Capturing the attention of Pernilla Wohlfahrt, H&M Design Director, was the innovative and creative approach of the young lingerie brand Love Stories, established in Amsterdam in 2013. Online the brand has been well-received, courtesy of the collections’ balanced mix& match of prints and hues. Animal prints, stars, florals are teamed with tulle and lace, for a young, fashionable and original lingerie. Its signature item is the bralette that every year is revisited with new fabrics and colors and that is also part of the Love Stories x H&M capsule collection.
We spoke with the brand’s founder and designer Marloes Hoedeman, who talked about the new collaboration.
How did the Love Stories x H&M come up?
It all started is a very simple and spontaneous way: H&M showed an interest in my lingerie collections. For us this is a great opportunity to get visibility with a larger audience, we started out in 2013, while H&M has a capillary distribution.
Tell us more about the capsule collection…
It’s a 20-item capsule that comprises lingerie, PJs, kimonos and a few accessories. It all started from the Home from Home concept, 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 . Our classic pieces for H&M, creating special prints and exclusive motifs you will find in select H&M stores.
Your signature piece is the bralette. Is it suitable for all breast sizes?
It fits most breast sizes, unfortunately not all of them. We use thin shoulder straps, for example, and with a larger breast it’s just not comfortable and nice anymore. Our size range goes to cup D, but we are working on larger cup sizes! Making the most of all sizes and making our clients feel good are top priorities for us.
What do you think of the “underwear as outerwear” philosophy?
Time to show it. Lingerie is part of your outfit, so please show it.
How many and which lingerie items should a woman have in her drawer?
You can never have enough lingerie, of course. Different materials, prints and shapes for every occasion. At least different 20 sets, I would say.