Love Stories

Love Stories is a Dutch lingerie label for women, founded in Amsterdam in 2013 by Marloes Hoedeman. A former interior stylist, Hoedeman set out to bring fun back into lingerie and break its rules, designing pieces that are fashion-forward, self-expressive and comfortable, made for women to wear for themselves rather than for someone else. For more than ten years the brand has positioned itself as a playful provocateur in a male-dominated industry, designing from a female perspective. Its First Layer lingerie is built on "perfect mismatches", mix-and-match sets that create a playful, feminine and sensual style. The range includes unpadded bralettes such as the Darling and Love Lace, padded bras like the Bonnie and Tori, and strings, briefs and shorts. Its Second Layer, called Whateverwear, pushes back against categories with camisoles, tees, skirts and knits such as the Miranda. Love Stories works largely with lace, and many Whateverwear pieces are made from lightweight cotton, silk or rayon, with some styles in organic cotton. Hoedeman remains creative director. The brand has a store on Amsterdam's Herengracht and Houses of Love boutiques in cities including Antwerp, Barcelona, Berlin, Madrid and Paris, plus an Archive store in London.