H&M x Love Stories.

MILAN — Hennes & Mauritz has tapped Dutch brand Love Stories to launch its first collaboration with a lingerie label.

Founded in 2013 by designer Marloes Hoedeman, Love Stories staples are comfortable designs in eclectic prints, which favor a fun, mix-and-match approach to the category.

Lingerie has always been an important part of the fashion [industry] but maybe seen just as practical,” said H&M design director Pernilla Wohlfahrt.

“With this collaboration, we really want to show that lingerie can be as fun and expressive as clothing, even if not always visible. Love Stories is the perfect [combination]. We’ve admired Marloes [Hoedeman] for a long time for her energy, vision and her projects, so we are glad to have worked together.”

“Since Day One, there’s been an incredible respect for each other and chemistry among all the designers, we bonded amazingly,” echoed Hoedeman regarding H&M’s design team. “We were on the same page while making this collection, [plus it was] very interesting to hear what people love in every country.”

Developed in a couple of months and hitting select stores of the Swedish chain globally on Aug. 9, the collection will comprise 20 items including bralettes, briefs, thongs, pajamas, slipdresses, eye masks, socks, travel bags and a kimono.

“We started with a color, texture and print range. It was good for us to know what H&M would have in stores around August to make additional pieces but still in the ‘family’,” said Hoedeman, adding that “inspiration came from interiors, art and fields of flowers.”

Animal and floral prints are combined with laces, frills and sporty elastic bands, with a color palette ranging from shades of pink to green nuances, in addition to classic black.

H&M x Love Stories.

H&M x Love Stories.  Courtesy Photo

“Fast fashion is most of the time quite commercial in fit, color and print, that’s why we used our classic, all-time favorites [prints and shapes]. Maybe we can slow down a little bit with this collaboration… We are affordable but not for everyone. With this collaboration our design is so, which makes it very nice,” continued Hoedeman.

The collection will be available in 2,800 doors in 60 countries globally, in addition to H&M’s e-commerce.

To promote the range, a dedicated campaign was conceived and themed “Home from Home.” Lensed by Dutch photographer Annemarieke van Drimmelen, the images portray models Damaris Goddrie and Andreea Diaconu in the Bahamas.

A former interior and fashion freelance stylist, with past experience in magazines, Hoedeman approached the design career almost out of  necessity. “I always loved nice lingerie but could not find the right pieces for the right price at the ‘cool’ boutiques. [It was] time for a change….There was something missing. [This is] from a fashion point of view, not only practical.”

The brand’s signature design is the bralette, but the offering soon expanded to pajamas, to be worn also as daywear, and to a swimwear range.

Dubbed Swimclub, the line is “an extension of our lingerie range only in swim qualities. We saw girls jumping in the pool with our lingerie because they felt like showing them,” noted Hoedeman.

In addition, other product categories include bikini briefs for girls aged 2 to 8 years, the Mommy Darling nursing bralette line, bridal pieces and a sport line.

“We also just launched our first perfume April Morning… and we are busy [creating] larger cup sizes for our bralettes, from cup D till F.”

Counting France, Netherlands and Australia as the best-performing markets, the company currently operates 17 boutiques in eight countries, including locations in London, Paris, Berlin, Madrid and Sydney, among others.

The first flagship opened in Amsterdam, Hoedeman’s hometown. Recently, the brand launched a new unit next to its first store, named The House of Love, as it also hosts an apartment for special guests.

Other recent openings involved the three German cities of Cologne, Hamburg and Munich, while the designer aims to further strengthen the distribution by inaugurating six to eight stores next year in key cities as Milan, New York, Los Angeles, along with Oslo, Brussels and St. Tropez.

“I would love to open more Love Stories boutiques around the world. Maybe open a Love Stories Hotel, too many plans…” hinted Hoedeman.

Overall, Love Stories is available in 2,500 doors globally, including 40 department stores and some larger e-tailers as Net-a-porter, in addition to the label’s own e-commerce.

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