H&M Partners with Love Stories for a Playful Line of Intimates
References: about.hm & designtaxi
H&M joins forces with Dutch brand Love Stories for a collection of mismatched lingerie sets that boast comfort, freedom and playful patterns. From bralettes and briefs to sleepwear and lounge pieces, the capsule is characterized by a soft color palette and mixed material use. While the printed designs have an incredibly playful and casual presence, the integrated lace produces a sensual touch and the athletic stripes suggest a sporty multifunctionality.
The mismatched lingerie is made to perfectly communicate the carefree spirit of the summer months with a comfortable and stylish aesthetic. The H&M x Love Stories collaboration is set to drop in August of 2018. In the spirit of making the collection accessible to all tastes, shapes and sizes, the labels allow consumers to create their own mismatched lingerie sets.
The mismatched lingerie is made to perfectly communicate the carefree spirit of the summer months with a comfortable and stylish aesthetic. The H&M x Love Stories collaboration is set to drop in August of 2018. In the spirit of making the collection accessible to all tastes, shapes and sizes, the labels allow consumers to create their own mismatched lingerie sets.
Trend Themes
1. Mismatched Lingerie Sets - Opportunity for brands to embrace the mix-and-match trend in lingerie design, offering customers the freedom to create their own unique sets.
2. Comfortable Intimates - Potential for innovation in the development of lingerie that prioritizes comfort without compromising style or sensuality.
3. Collaborative Collections - Brands collaborating on limited-edition collections present an opportunity for both to reach new audiences and create unique offerings.
Industry Implications
1. Fashion Retail - Retailers can capitalize on the demand for mismatched lingerie sets by curating collections that incorporate this trend.
2. Intimate Apparel - Lingerie brands can differentiate themselves by introducing comfortable and stylish intimates that cater to diverse body types and personal preferences.
3. Brand Collaborations - Companies in various industries can explore partnerships to create exclusive products that appeal to a wider range of consumers.
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