May 27, 2019
H&M and Love Stories are linking up again
May 27, 2019
H&M has well and truly fallen for Love Stories.
The fast fashion giant is teaming up with the luxury Amsterdam-based lingerie label for a second time, reports WWD. This time, the duo will be launching a swimwear-focused series that is set to drop globally just in time for the summer on June 13.
In addition to bikinis, one pieces and wetsuits, the collection will also incorporate t-shirts, tunics, bags, flip-flops and other accessories, with vibrant prints and candy colors featuring throughout. The pieces, which have been designed both for relaxing on a sunlounger or surfing, were in part inspired by Love Stories founder Marloes Hoedeman's recent trip to Ibiza.
The news comes almost exactly a year after Love Stories and H&M first hooked up on their debut collaborative collection of comfortable separates spanning underwear, sleepwear, socks, travel pouches and an eye mask. It also comes days after H&M hit the headlines for unveiling another big-name designer collaboration -- this time with the house of Giambattista Valli.
Love Stories, which was founded in 2013, has carved out a reputation for luxurious, delicate lingerie, and is now stocked in boutiques and department stores in 28 countries.
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