Exclusive: The 'It' Lingerie Brand The Style Set Are Obsessed With

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Exclusive: The 'It' Lingerie Brand The Style Set Are Obsessed With

Introducing the new label redefining ‘sexy lingerie’…

Bra shopping? A minefield for many. I would love to avoid the whole thing altogether if I could (sadly, my boobs do not agree). But the never-ending search for cool, comfortable and peek-a-boo pretty lingerie is finally over (hurrah!) - thanks to Love Stories Intimates.

The rising Amsterstam-based label - recently launched in the UK - has become a firm fixture on our Insta-feed (as well as boasting a super stylish fan base including the likes of Fashion Me Now blogger Lucy Williams and Alexa Chung). A quick browse on their site and you’ll find it difficult to not come away with at least one purchase. Think perfectly mismatched bralettes and knickers in luxurious colourful lace and cherry-toned swimwear you’ll be seeing a lot on social media this summer...

So Grazia caught up with Love Stories founder and creative director Marloes Hoedeman, to give us the lowdown on getting the most out of your lingerie, SS17 underwear trends and the new Dutch street style stars you need to follow, stat…

How did you come up with the concept for Love Stories?

“I have always loved lingerie but could not find a brand that was stylish and comfortable, sporty yet romantic and combined the quality from Paris with beautiful lace from Italy and that’s how Love Stories was born!”

@lovestoriesintimates

How would you describe the Love Stories woman?

“She loves to explore and travel the world, she is independent but loves fashion and has her own personal style.”

Your triangle bra is a key shape - why is it so flattering?

“It’s less traditional and more fashion. Our styles consists of a diverse mix of smooth velvet, lace, intricate jacquard and silk. It suits women with bigger boobs too - you just need the underbust elastic for additional support and the right shoulder straps.”

What’s the key lingerie trends for summer ’17?

“Wild bloom prints graced Preen and Giambattista Valli. Pink and yellow were the undeniable hits on the runway too. Underwear as outerwear is also very popular – lingerie is and should be part of your wardrobe and outfit…”

Why have you opted for mismatched lingerie sets?

“I think mismatched styles are more casual and more real - less perfect and more interesting.It showcases person style and allows you to reveal who you are and what makes you feel good.”

How would you sum up Amsterstam’s cultural aesthetic?

“Amsterdam is very open minded - everybody can wear whatever they want. It has a more casual feel to style which is reflected in Love Stories lingerie too - oversized shirts, cool dainty dresses and quirky socks.”

@lovestoriesintimates

Any Dutch street style stars Grazia readers should be following RN?

“Yara Michels from Chapter Friday and Lizzy Van Der Ligt, Nicole Huisman, Chloe Chante.”

What's been your most popular bra and knickers in the collection?

Love Lace, fits (almost) every bust and is sexy without trying to be. And the Shelby; a mesh knicker with colourful embroidery at the front. They are slightly sheer at the back; understated sexy.”

Talk me through your swimwear collection?

“I saw that many girls where jumping in the pool with our lingerie some seasons ago. The question was so high, so finally this season we really launched SWIMCLUB. 80 % of the swimwear are shapes similar to our lingerie range. The one-piece is absolutely the winner this season, our Ruby bathing suit and the Sue go like crazy. You can wear them also with a cool vintage jean skirt, for example.”

Love Stories Intimates has opened its first UK store in London’s Spitalfields, 14 Hanbury St, E1 6QR

Main image: Via Instagram / @lucywilliams02 - wearing Love Stories red bikini

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