Almost, almost, almost: H&M x Love Stories
Love Stories and H&M in one, that is perfection in our lives. We devour H&M, we devour Love Stories and now they are finally together. We had to know the details, so we chatted with Marloes Hoedeman, founder of Love Stories, and Laura Muscas, the Communication Manager of H&M. And: we have the very first images.
H&M and Love Stories, how did it come about?
Marloes: “It has been going on for a year. It’s like being pregnant and not being able to say it. I received an email from Stockholm: H&M wanted smaller collabs alongside the big collab. Were we interested? I just couldn’t believe it. I was looking at my spam, and there it was: ‘collaboration’, four days old. I thought: maybe she thinks I’m not interested. I love collaborations, two brands blending together. We once made a list of our ‘love affairs’. Of course, H&M wasn’t on it, because you don’t think of that. It never crossed my mind.”
Love Stories for an H&M price, is that possible?
Laura: “We can buy favorably, it’s about quantities. That’s why it’s more affordable. The collab is also more expensive than the regular line, normally a bra is €12.99 and now €17.99. It’s hanging in half of the Dutch stores, displays, everything, the whole shebang.”
Marloes: “It’s give and take, but also a numbers thing. We immediately said what we found important. I often went with the team to Stockholm for quality checks. But you also have so many different polyesters. We got that choice: here you can choose from. I immediately knew which one I wanted and then he said: ‘You’ve got an expensive taste.’ Haha.”
What is your absolute favorite from the collection?
Marloes: “The kimono, very much. The collection is done in our fits, because it just fits well. But we have some old loves and some new loves. It’s the perfect mismatch: a print clash. You can wear it all day, from breakfast in the morning to dinner in a restaurant in the evening. I want to have everything.’
Laura: “The pajama set, absolutely.”
Why are you a match?
Marloes: “Actually, we turned out to have the same naive vision; we missed something ourselves and that’s how the founders of H&M also started.”
Laura: “That’s right, it started with an outdoor store for him, hence ‘Mauritz’. Then came Hennes, which means ‘for her’. I think Love Stories is an amazing brand. It’s becoming increasingly important what you wear underneath, it’s visible and that comes together beautifully.”
Marloes: “Everyone jumps into the water with Love Stories and then we thought: oh maybe we should do swim. It all feels organic.”
Marloes, what are you going to do on August 9?
“I’m going to sit on the Dam with my Hartman clapper and watch. Ideally, I’d fly to New York and stand in front of the biggest H&M on Fifth Avenue. This is not normal, this is your moment, that your name is there, because I’m never going to open a store there. I was actually abroad, but I rebooked a ticket back. I already get happy when someone buys something at the boutique or when I see someone cycling with our bag. I think I’ll be standing there like a little bride.”
What are you hoping for?
Laura: “H&M is accessible, fashion is democratic, that’s what we stand for. And we want that for everyone.”
Marloes: “The price is no longer a barrier, so many more women can enjoy soft bras. No more underwire, padding or that harness. Also for the younger girls. This is it, I’m incredibly proud of whether they grow bigger or not. I’ll see how it goes. I want to create a different image than that bust up to the chin.”
Drumroll, hold your breath: these are the very first images of the H&M x Love Stories-collection. By the coolest of the coolest, of course: Yara Michels, Lizzy van der Ligt, Stephanie Broek, Nicole Huisman and Amaka Hamelijnck. And, what are you going to line up for? On August 9, the collection will be waiting for you at an H&M near you.
