Following in the wake of April’s announcement of their Moschino [tv] H&M collection, due out in November, global affordable fashion empire H&M have announced yet another collaboration, this time with Amsterdam-based lingerie company Love Stories – and it looks like it’s gonna be kyuuuuuuuuuuuuuut.
Love Stories have been specialising in super comfy yet real beautiful lingerie for the better part of five years now – they particularly champion the humble bralette as sexy and feminine as hell, eschewing the ouchie trappings of underwire bras totally. They also really focus on colourful mix-and-match patterned styles – “perfect mismatches” in founder Marloes Houedeman‘s terms – making ’em perf for daily wear.
The collab of classic Love Stories pieces co-designed with H&M’s in-house team will include bralettes, briefs and thongs, as well as sleepwear, an eye mask, socks and travel pouches in lush fabrics like lace, satin and soft polyamide. The available prints will run the gamut from leopard print to stars and florals matched with athletic stripes, lace and ruffled edges, all in dusky pink, black and olive green hues. MMMMPH. WANT.
H&M’s Design Director, Pernilla Wohlfahrt summed up the brand’s feelings about their first collab with a lingerie brand, following successful collections with brands like Erdem and Kenzo:
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.
Love Stories founder Houedeman is pretty chuffed as well: “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.“
You’ll be able to score some real nice undies as part of the H&M x Love Stories collection in selected ‘Strayan H&M stores and online from August 9.
Love Stories also have flagship boutiques at Bondi Beach and in Westfield Warringah if you can’t wait until August, and also wanna go all luxe about it.
A girl can always use another pair of comfy and cute as heck undies, amirite? Yes, I am right.
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Image: Instagram / @lovestoriesintimates