H&M TEAMS UP WITH LINGERIE BRAND LOVE STORIES FOR NEW SWIMWEAR COLLECTION

H&M is thrilled to collaborate for a second time with the innovative Dutch brand Love Stories on a swimwear collection, that is just as flirtatious as its lingerie offering. Developed by Love Stories’ pioneering founder, Marloes Hoedeman, and the in-house H&M design team, the Love Stories Swimclub x H&M collection will be sold in selected stores worldwide as well as on hm.com from the beginning of June.

This time, the 26-item range focuses on swimwear and additionally includes sarongs, beach dresses, bags, flip-flops and towels.

Candy-coated colours, romantic prints and superior, sporty cuts: the collection contains all the elements that made its whimsical lingerie collaboration such a success, but this time translated to swimwear. Staying true to Marloes Hoedeman’s “mix’n’match” mentality, each item in the collection is designed to be interchangeable.  

“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”

Marloes Hoedeman, founder of Love Stories

Inspired by Seventies-era Slim Aarons photographs of poolside scenes and Hoedeman’s Ibizan holidays, the collection is an active proposal for the girl who wants to surf as well as sunbathe. A palette of dusky pinks, vintage greens and tangerine prevails. Retro bandeau, triangle bikinis and off-the-shoulder swimsuits take inspiration from soft lingerie shapes; meanwhile wetsuit and belted one-pieces take their cues from traditional surfing styles. Summer accessories such as towels, sarongs, bags and loose beach tunics come in complementary soft animal prints and sophisticated monograms.

“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 color palette and body flattering cuts. We hope that this cool and sporty collection will inspire our customers to explore their own personal summer style”

Maria Östblom, Head of Design Womenswear at H&M