H&M collaborates with love stories on exclusive swimwear line

by Textile Quotient News Desk
28 May 2019

For a second time H&M collaborates with the innovative Dutch brand Love Stories on a swimwear collection. 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.

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 swimwear collection 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”- Maria Östblom, Head of Design Womenswear at H&M

Source: H&M Headquarters-Stockholm Sweden

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