MILAN — Hennes & Mauritz and Love Stories are renewing their partnership.
After debuting a joint lingerie capsule collection last summer, the fast-fashion giant and the Dutch brand have teamed to launch a swimwear-centered line. The announcement came just a few days after the introduction of the Giambattista Valli x H&M collection previewed at the AmfAR gala in Cannes last week.
“It’s a dream to be collaborating with H&M again, offering customers a Love Stories aesthetic at H&M prices,” said the lingerie label’s founder Marloes Hoedeman, adding that the lineup has been designed “for fun summer holidays — whether you’re relaxing with a cocktail or surfing the waves.”
Hitting select stores of the Swedish chain globally on June 13, the “Love Stories Swim Club x H&M” collection will comprise 26 items including T-shirts, sarongs, loose beach tunics, bags, bucket hats, flip-flops and towels, in addition to swimsuits and wetsuits.
Working with H&M’s in-house design team, Hoedeman translated her brand’s signature mix-and-match approach into interchangeable items blending candy colors, animal prints and sporty details.
She was inspired by Seventies-era Slim Aarons photographs of poolside scenes and her own holidays spent in Ibiza to conceive the offering, which is fit for both sunbathing and surfing.
“I had just got
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