Perfectly Mismatched ~ Love Stories Intimates

March 20, 2017

By ALISON CONNOLLY

If anything, I love a lingerie brand with personality. Whether it’s provocative or playful, I respect a designer that knows how to clearly translate their vision into an effective campaign. Probably every feature I’ve done in the Gallery shares the common thread of a brand that has gone above and beyond the bland “corporate catalog” images and delivered something magical. In this case, I am sharing a successful large brand that happens to do an amazing job of capturing the indie spirit of a smaller label; Love Stories.

Founded by Marloes Hoedeman in 2013, this Dutch lingerie label is all about creating the perfectly mismatched set. For example, we see leopard bralettes paired with zebra-print bottoms, or patterned bras sold with a solid bottoms. Hoedeman says this style emerged from her own personal lingerie wardrobe, in which her daily look was never perfectly matched and certainly did not include big padded bras. It was also a part of her background as a successful stylist, where the heart of her job was being able to match varying prints and fabrics in a creative way.

Another facet of the brand’s identity is due in part to the work of illustrator Milou Neelen, who is responsible for many of the patterns and whimsical drawings associated with Love Stories marketing. Neelen is best known for her “Let’s Stay in Bed” graphic that we’re seeing all over social media these days as well as the popular “Hotel Magique” art collection (I’ve been a huge fan of her work for a while!). Personally I think this collaboration is a match made in heaven!

Love Stories places a large part of its budget in product styling, packaging and photo shoots, and that investment certainly has paid off. Currently the brand has 7 boutiques throughout Europe, with 4 more opening soon (sorry, nothing in North America…yet)! Each boutique is unique in its style and displays, and completely inspiring.

I know my next trip to Europe will certainly involve a trip to Love Stories, and I absolutely cannot wait!

Illustrations & pattern designs by:
http://www.milouneelen.com/lovestories/

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This Gallery is a visual harbor of interesting details from inside the world of lingerie as well as beyond its boundaries. From Indie Designers to Established Brands, we feature garments that are usually cutting edge and/or timeless in their design of intimate apparel.

CONTRIBUTORS INCLUDE:

Estelle Puleston

ESTELLE PULESTON has been blogging about lingerie since 2012 as the founder of Esty Lingerie, and is also a full-time freelance writer and social media expert for the intimate apparel and swimwear industry. Through her blog, she has collaborated with numerous high-profile brands such as Agent Provocateur, Myla and Figleaves, while her copywriting has featured on the websites and social feeds of everything from one-person businesses just starting out, to internationally known and loved brands. Her particular passions within the realm of lingerie include sustainability, independent designers, and anything luxurious and lacy! See her website at: http://estylingerie.com/.

ASI EFROS, Contributor on several of Lingerie Briefs' segments including Materials Briefs.

Asi Efros is an intimate apparel expert, trend forecaster, and writer. Within her 30-year career, she conceptualized, designed, developed, and brought to market collections for Ann Klein, Anna Sui, Betsey Johnson, Kensie, Laundry by Shelli Segal, and Psycho Bunny. Her expertise lies in activewear, loungewear, sleepwear, lingerie, and hosiery.

Asi is a founder and creative director of the made in NYC sustainable high-end lingerie brand: Ann Vogue.

Based in New York, LINDA DYETT is a long-time writer and editor. Her articles have appeared in the New York Times, Washington Post, Monocle, L’Officiel, New York magazine (and its Strategist website), Afar, and many other publications and websites. She served as an editor at Lear’s, Self, and Glamour, and is currently overseeing the nycitywoman.com website. As for the areas she’s covered over the years, they’ve included books, architecture, industrial and product design, medicine, wine, travel, and shopping. But her major interest is in skin—and everything that touches it. That includes clothing (not least lingerie, about which she’s passionate), beauty and dermatology products, and jewelry. And she’s also done publicity writing for a wide range of businesses, large and small. She’s reachable at ldyett@gmail.com

ALISON CONNOLLY (aka Alison Rubke), Social Media Manager of Lingerie Briefs since June 2015. Alison was formerly co-founder/owner of the luxury lingerie boutique Faire Frou Frou and authored the blog: Frou Frou Fashionista. She now manages a variety of individual and business accounts on various social media platforms and is a regular contributor/author on Lingerie Briefs.

ELLEN LEWIS, Publisher/Editor Lingerie Briefs