Swedish fashion house H&M collaborated with Amsterdam-based lingerie brand Love Stories for the 20-item H&M x Love Stories capsule collection featuring range of bralettes, briefs and thongs along with sleepwear, an eye mask, socks and travel pouches. The faces of collection are supermodels Andreea Diaconu and Damaris Goddrie captured for the campaign by fashion photographer Annemarieke Van Drimmelen.
“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.” – Pernilla Wohlfahrt, H&M’s Design Director.
“I like to call the collaboration between Love Stories and H&M our love affair! 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.” – Marloes Hoedeman, founder of Love Stories.