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H&M to launch first lingerie brand collaboration

H&M is to launch its first ever collaboration with a lingerie brand by working with Amsterdam-based Love Stories.

FASHION

H&M to launch first lingerie brand collaboration

Founded by Marloes Hoedeman in 2013, Love Stories is known for its eclectic prints, mix-and-match approach and comfortable designs.

The H&M x Love Stories collection will feature pieces designed in collaboration with the H&M in-house team. The range will be available from 9 August in selected stores and online.

Items will include bralettes, briefs and thongs as well as sleepwear, an eye mask, socks and travel pouches in lace, satin and soft polyamide. It will also feature the brand’s distinctive prints and colour combinations with leopard print, stars and bold florals mixed with lace, athletic stripes and ruffled edges.

Pernilla Wohlfahrt, H&M’s design director, said: “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. We’ve long admired Marloes for her energy, her drive and, of course, her designs, so we’re thrilled to be doing this together.”

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