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3 questions to Marloes Hoedeman of Love Stories: ‘This collab with H&M is a love affair’

It goes well with the Dutch Love Stories. At the beginning of July opens the lingerielabel in Knokke his third store in our country. A month later, on 9 August, is his collection for H&M in the store. We spoke with Marloes Hoedeman, the founder of Love Stories.

Love Stories for H&M © gf

The new store in Knokke put the counter on the seventeenth worldwide. Not bad for a brand that is only five years. Also the cooperation with kledingreus H&M is pretty impressive: Love Stories writes itself not only in the row collabs with designernamen as Balmain, Margiela and Kenzo, it is also the first lingerie brand which H&M in the sea.

What is the secret behind the success of Love Stories?

Hoedeman: years ago When I with Love Stories began, was the lingeriesector what asleep. A brand that only bralettes (bras without underwire or molded cup) and not in sets, think, existed not.

In the beginning it was also not everyone is sure to find, because in a bralette you can see obviously the natural shape of your breasts better and there were quite a few women suspicious. While the intention is: we see it as “a vacation for your breasts’. We also find it fun to use different prints and colors with each other to combine. Why would you get a slip with tiger print not on a bra with stars can wear?

Women with a cup size more with you not. Do not be a lot of potential customers are?

Hoedeman: A bralette is not suitable for all sizes. If you have larger breasts, then you will have more support and a bra with thin shoulder straps are not always pleasant. We are now thinking about how we can solve the problem. In the near future, we want bras up to cup F, and in some models even up to G.

What can we expect from the collection for H&M?

Hoedeman: The collection is based on the classic Love Stories-gamma: the bralette, panties, and strings, together with pajamas, a sleeping mask, socks and amenity kit. There are existing prints, but also some new ones that you soon also in our own collection.

The styles are what are more commercial, but they have a much larger audience. The collection will be sold in sixty countries, some for the fame of the brand is priceless. I call the co-operation of our ‘love affair’, as if we are just cheating with H&M.

Read also: Founder Love Stories: “I create lingerie for women who are proud of their breasts’

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