Once upon a time, in a department store not so far away, a lady wondered around the lingerie department. Gazing over the racks, she realized her options were either sporty spice or tutu-romance.
And so, in 2013, Love Stories founder and creative director Marloes Hoedeman took a piece of paper and sharpened her pencil to design lingerie that’s as versatile as she knew women to be. The type of lingerie that makes you feel beautiful, minus the discomfort. Sexy but not sex.
With a background in interior design rather than lingerie, Marloes took on this adventure without rules or boundaries. Not to pose as an enfant terrible, but because she simply wasn’t aware of them. Et voilà, Love Stories was born: a lingerie brand that celebrates the bralette as the sexiest, most feminine, most comfortable piece of lingerie in the world. A holiday for your boobs. In fact, the collection doesn’t carry a single underwire bra.
Much-loved for its fashion-approach to lingerie, Love Stories got a warm welcome from boutiques, concepts stores and multi-brand stores worldwide – showcased amongst other fashion brands, rather than the lingerie department. Each collection is a mix & match extravaganza of prints and patterns. After all, lingerie is part of your outfit, the first layer – your mood for the day.
A lingerie brand first and foremost, Love Stories soon learned that their lovely customers were swimming in their lingerie for a lack of cute swimwear options. What better cue to design a swimwear line? Love Stories’ Swimclub collection was born.
CIRQUE DE LA NUIT
For those extra special occasions (or, really, whenever you feel like it) Cirque De La Nuit is the premium capsule of the Love Stories collection. This is where the design team goes completely overboard with butter soft silk and the finest lace from Italy and France. Inspired by la nuit, this collection is all black everything, always.
If it were up to us, we’d be in briefs-‘n-bralette all day, but sometimes you have to leave the house. To get more food. That’s why Love Stories drew up a modest ready-to-wear collection that can be worn in the streets as much as at home. Think co-ord PJ’s all day, silk robes that go so well with heels on a night out, or a slip dress for classy comfort. Bourjois bohemian at its best.
And so it was written, a love story for the ages. A lingerie circus ran by women, for women. Mix & match, do you and embrace your realness - imperfection is far more fun and interesting.