H&M Announces New Swim Collection with Lingerie Brand Love Stories

H&M has teamed up with Dutch lingerie brand Love Stories for the second time, on this occasion for a swim and beachwear collaboration. The Love Stories Swimclub x H&M line is soft and flirtatious, but with a sporty refinement that makes the pieces just as much at home on a surfboard as lounging by the pool. This summer’s swimwear collection maintains Love Stories’ whimsical, romantic style, brought to life by the brand’s founder Marloes Hoedeman and her close work with H&M’s design team. The collection features candy-coated colors and soft animal prints, in shades ranging from dusty pink and vintage green to tangerine. The mix-and-match styles include a retro bandeau, triangle bikinis, belted one-pieces, and a multi-toned surfsuit. The romantic summer tones continue to play across towels, sarongs, bags, and beach tunics, with prices ranging from 10€ to 50€ (about $12 to $56). The collection launches June, 2019. 

Love Stories was founded in 2013 by Dutch interior designer Marloes Hoedeman to fulfill her search for comfortable lingerie that walks the line between “sporty spice” and “tutu-romance.” The brand is a celebration of the bralette and does not make a single wired bra. Styles focus on comfort, but with a soft and playful sexiness. Like her new collection for H&M, all pieces are made to be mixed and matched. Love Stories is first and foremost a lingerie brand, but after learning that customers were swimming in their in their bralettes, they dove into creating swimwear with the same aesthetic as their lingerie, and hence the Swimclub was born.     

The Love Stories Swimclub x H&M collection will be available next month at select H&M locations worldwide and on hm.com.