Rooted in the belief that “life is too short to wear boring lingerie,” Love Stories’ designs fuse playful prints and outspoken colours with a feminine, mix-and-match aesthetic. The brand reimagines lingerie classics with an unexpected and modern outlook: styles to make you happy, to empower you, and to creatively express your mood of the day.

Love Stories was founded in Amsterdam, the Netherlands, in 2013 by Dutch interiors stylist Marloes Hoedeman. While wandering a department store, she was frustrated by the lack of lingerie options available to her — either constricting shapewear, super-sexy push-ups or sports bras — and was further surprised to learn that most lingerie brands are owned by men. Inspired to create the fun, comfortable styles she’d want to wear herself — and with a vision to shake up the lingerie industry — Love Stories was born.

Since then, the brand has become synonymous with its signature look: an effortlessly cool, “perfect mismatch” of materials, colour pops, silhouettes and textures. Instead of playing by the rules, Love Stories ignores the traditional lingerie handbook in favour of comfort and self-confidence; its premium pieces are uniquely fashion-forward, quirky, and never taken too seriously. Collections are built on the idea that lingerie can — and should! — be an integral part of every wardrobe, whether worn as a hidden first layer or too-pretty-to-hide underwear as outerwear. Above all, this lingerie is designed by women, for women to wear for themselves and not someone else.