H&M X Love Stories to launch second collaborative collection

by Apparel Resources News-Desk

28-May-2019  |  3 mins read

Love Stories Swim Club x H&M
Image Courtesy: wwd.com

With a second collaborative collection spanning 26 pieces, fast fashion retailer Hennes & Mauritz (H&M) and the Dutch brand Love Stories are renewing their partnership.

A lingerie capsule collection marked their first collaborative venture last summer and this time, the capsule will carry a swimwear-centred line including sarongs, beach dresses, bags, flip-flops and towels.

This development comes at the heels of the recent Giambattista Valli x H&M collection previewed at the AmfAR gala in Cannes last week, which made to several news bulletins globally.

“It’s a dream to be collaborating with H&M again, offering customers a Love Stories aesthetic at H&M prices,” said the lingerie label’s founder Marloes Hoedeman, adding that the lineup has been designed “for fun summer holidays – whether you’re relaxing with a cocktail or surfing the waves.”

The 26-piece “Love Stories Swim Club x H&M” collection will launch in select 700 H&M doors globally along with H&M’s e-commerce platform starting June 13, retailing an assortment of swimwear ranging from T-shirts, sarongs, loose beach tunics to bags, bucket hats, flip-flops and towels, in addition to swimsuits and wetsuits.

Interchangeable items with a slam of candy colours, animal prints and sporty details are the main aesthetic of the collection, as Hoedeman took inspiration from Seventies-era Slim Aarons photographs of poolside scenes and personal Ibiza experiences. The hues also include dusky pinks, vintage greens and tangerine tones along with some animal print details and the brand’s monograms.

The main silhouettes include triangle bikinis and retro bandeau separates, along with sporty wetsuits and one-piece swimsuits that are off-the-shoulder and belted.

Among all the items in the lineup, the designer’s favourite piece is the wetsuit. “I wear a lot of wetsuits for surfing and body boarding and I can never find wetsuits that come in cool colour combinations and aren’t super thick. So we designed this style in a cute mix of pastel pink and burnt orange and I know I’ll wear it all summer for surfing, and with jeans on the weekend.”

Maria Östblom, head of women’s wear design at H&M, showed her excitement for the collection as she called it “breezy and elegant, with a dusty colour palette and body-flattering cuts.”

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