H & M signs the first collaboration on the field with the lingerie brand Love Stories in low cost: the capsule collection Love Stories x H & M is ready to land in the stores of the Swedish giant and online from August 9th. That’s why you’ll fall in love with it.
This is the first time that H & M has signed a partnership with an intimate brand: the young brand was born in Amsterdam in 2013 by the designer Marloes Hoedeman and offers underwear, underwear and accessories characterized by a touch of hyper cool, thanks to prints, colors and new details.
Animal pattern, stars, flowers; and then tulle, lace, ruffles, for a young and decidedly fashionable underwear. The protagonist of the collections by Love Stories? The legendary bralette, the triangle bra that is presented in different processes and that will also be the tip piece of the capsule.
A limited edition of only 20 items that includes bras, briefs, pajamas, kimono to match according to the concept of Home from Home: born to be worn at home, but also trendy outside, to combine with summer outfits. And then instagrammable accessories such as night gowns, socks with the word “Love” and travel clutch bag, all declined in the classic colors of the brand, from powder pink to black, to olive green.
“Lingerie has always been an important part of fashion: with this collaboration we really want to show that underwear can be as fun and expressive as clothes, even if it is not always visible. Love Stories is perfect for this “, said Pernilla Wohlfahrt, design director of H & M.