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H&M teams up with Love Stories for second swimwear collection

H&M has collaborated for a second time with Dutch brand Love Stories on a swimwear collection. Developed by Love Stories’ founder Marloes Hoedeman and the in-house… View Article

FASHION

H&M teams up with Love Stories for second swimwear collection

H&M has collaborated for a second time with Dutch brand Love Stories on a swimwear collection.

Developed by Love Stories’ founder Marloes Hoedeman and the in-house H&M design team, the Love Stories Swimclub x H&M collection will go on sale online and in selected stores worldwide from the beginning of next month.

Featuring “candy-coated” colours, romantic prints and sporty cuts, each item within the collection is designed to be interchangeable.

Hoedeman said: “It’s a dream to be collaborating with H&M again, offering customers a Love Stories aesthetic at H&M prices. The Love Stories Swimclub x H&M collaboration stays true to our mix’n’match principle and is designed for fun summer holidays – whether you’re relaxing with a cocktail or surfing the waves.”

Items include retro bandeaus, triangle bikinis and off-the-shoulder swimsuits as well as a wetsuit and belted one-pieces. There is also a range of summer accessories such as towels, sarongs, bags and beach tunics.

Maria Östblom, head of design womenswear at H&M, said: “This flirtatious mix ‘n’ match swimwear collection is the perfect choice for lounging by the pool or having fun at the beach, to casually slipping into a tunic and head straight to meet friends. It is breezy and elegant, with a dusty colour palette and body flattering cuts. We hope that this cool and sporty collection will inspire our customers to explore their own personal summer style.”

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