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H&M to launch Love Stories lingerie range

H&M is to launch its first-ever lingerie collaboration. The tie-up with Love Stories will be sold online and in selected stores worldwide from 9 August.

The 23-piece H&M Love Stories collaboration is a womenswear collection including bralettes, briefs, sleepwear and nightwear accessories, priced between £8.99 for briefs and thongs to £39.99 for a pyjama set. The range is due to be sold in all H&M stores across the country that currently stock lingerie and nightwear, as well as via H&M’s website.

Love Stories was created in 2013 by Marloes Hoedeman and now has 18 boutiques in nine countries.

H&M’s design director Pernilla Wohlfahrt said: “Lingerie has always been an important part of fashion. With this collaboration, we really want to show that lingerie can be just as fun and expressive as clothes even if its not always on view and therefore Love Stories was the perfect fit. We’ve long admired Marloes for her energy, her drive and, of course, her designs, so we’re thrilled to be doing this together.”

H&M has collaborated with other brands, such as Kenzo, Erdem and Anna Glover.

Hoedeman said: “I like to call the collaboration between Love Stories and H&M our love affair! From day one, there was an incredible respect for one another and there was a chemistry between all the designers, so we blended together amazingly. The collection revolves around the classic Love Stories items – the bralette, the bikini, briefs and thongs – and the ‘perfect mismatches’ of prints and colours.”

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