El-Shai
H&M is collaborating with Dutch luxury brand Love Stories for the second time to release a swimwear collection in early June.
Candy-coated colors, 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.
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 prevail.
The collection features a retro bandeau, triangle bikinis, off-the-shoulder swimsuits, and belted one-pieces, as well as summer accessories such as towels, sarongs, bags, and loose beach tunics.
Retro bandeau, triangle bikinis, and off-the-shoulder swimsuits take inspiration from soft lingerie shapes; meanwhile, wetsuits 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.
“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
“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 summer style.”
Maria Östblom, Head of Design Womenswear at H&M
