H&M Collaborates with Love Stories on Exclusive Swimwear Line

H&M has collaborated with innovative Dutch brand Love Stories on a swimwear collection for the second time after last year's collection.

Titled 'Love Stories Swimclub x H&M' the new collection is inspired by Seventies-era Slim Aarons photographs of poolside scenes and Hoedeman's Ibizan holidays in the famous hotel Los Enamorados.

Developed by Love Stories' pioneering founder, Marloes Hoedeman, and the in-house H&M design team, the collection contains items such as Retro bandeau, triangle bikinis and off-the-shoulder swimsuits in palettes of dusky pinks, vintage greens and tangerine that were inspired by soft lingerie shapes. Each item in the collection is designed to be interchangeable. Rounding up the collection are summer accessories such as towels, sarongs, bags and loose beach tunics 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,' said Marloes Hoedeman, founder of Love Stories in a press release.

'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 own personal summer style,' added Maria Ostblom, Head of Design Womenswear at H&M.


The Love Stories Swimclub x H&M collection will be available from 13 June in all H&M stores as well as on hm.com.

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