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H&M to Launch Lingerie Capsule Collection with Love Stories

MILAN — Hennes & Mauritz has tapped Dutch brand Love Stories to launch its first collaboration with a lingerie label. Founded in 2013 by designer Marloes Hoedeman, Love Stories staples are comfortable designs in eclectic prints, which favor a fun, mix-and-match approach to the category. “Lingerie has always been an important part of the fashion [industry] but maybe seen just as practical,” said H&M design director Pernilla Wohlfahrt. “With this collaboration, we really want to show that lingerie can be as fun and expressive as clothing, even if not always visible. Love Stories is the perfect [combination]. We’ve admired Marloes [Hoedeman] for a long time for her energy, vision and her projects, so we are glad to have worked together.” “Since Day One, there’s been an incredible respect for each other and chemistry among all the designers, we bonded amazingly,” echoed Hoedeman regarding H&M’s design team. “We were on the same page while making this collection, [plus it was] very interesting to hear what people love in every country.” Developed in a couple of months and hitting select stores of the Swedish chain globally on Aug. 9, the collection will comprise 20 items including bralettes, briefs, thongs, pajamas, slipdresses, eye masks, socks, travel bags and a kimono. “We

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