Finding affordable, great quality lingerie is not an easy task. If you want to look and feel beautiful in your new underwear than look no further than H&M.
According to the H&M website, the brand launches its first-ever collaboration with a lingerie brand – the trailblazing Amsterdam-based Love Stories. Created in 2013 by the multi-talented founder Marloes Hoedeman, Love Stories is known for their eclectic prints, mix-and-match approach, and comfortable designs. The H&M x Love Stories collection will feature classic Love Stories pieces designed in collaboration with the H&M in-house team and will be available in selected stores worldwide as well as online from August 9.
“Lingerie has always been an important part of fashion,” H&M’s Design Director Pernilla Wohlfahrt said in a press release. “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.”
“Love Stories” founder Marloes Hoedeman added that the collaboration has been one of “incredible respect for one another and there was a chemistry between all the designers, so we blended together amazingly.”
“The collection revolves around the classic Love Stories items – the bralette, the bikini briefs and thongs – and the ‘perfect mismatches’ of prints and colors,” he said in the release.
The collaboration will be a 20-piece collection that includes bralettes, briefs, thongs, sleepwear, slip dresses, socks, loungewear and more.
If you are unfamiliar with Love Stories brand, Love Stories founder and creative director Hoedeman took a piece of paper and sharpened her pencil to design lingerie that’s as versatile as she knew women to be. The type of lingerie that makes you feel beautiful, minus the discomfort, according to the Love Stories’ website.
According to a 2018 Bustle report, H&M decided to partner with Love Stories for its first-ever lingerie collab because it wanted to add a healthy dose of fun into its undergarment offerings. The collection typifies Love Stories’ notion of “perfect mismatches.” There are athletic stripes and ruffled edges, along with stars and flowers.
Featured Image via H & M