H&M taps Love Stories for first ever lingerie collaboration

By

Barbara Santamaria

Published
Jun 20, 2018

H&M is famous for its designer collaborations, with its long list of collaborators including the likes of Karl Lagerfeld, Viktor & Rolf, Lanvin and Versace, but lingerie was a category that had remained largely untapped. Not any more.

The clothing giant has announced it is working with Amsterdam-based Love Stories on a collection of lingerie pieces, sleepwear and socks that will launch in selected stores and online on 9 August.

This is H&M’s first ever collaboration with a lingerie brand, and reflects growing demand for inspirational and unique lingerie – a market that is expected to hit $55.83 billion globally by 2024.

“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,” says Pernilla Wohlfahrt, H&M design director on the collaboration with Love Stories.

“I like to call the collaboration between Love Stories and H&M our love affair,” added Love Stories creative director Marloes Hoedeman. “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. The collection revolves around the classic Love Stories items – the bralette, the bikini briefs and thongs – and the ‘perfect mismatches’ of prints and colours.”

The women’s collaboration will include a range of bralettes, briefs and thongs as well as sleepwear, an eye mask, socks and travel pouches in lace, satin and soft polyamide.

Designed by the Swedish brand’s in-house team in conjunction with Love Stories, the collection features leopard prints, stars and bold florals which work together with lace, athletic stripes and ruffled edges to create “perfect mismatches”.

All pieces will be designed to be mixed and matched, with a colour palette ranging from dusky pink, to black and olive green.