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On August 16, H&M will launch a line of 25 fragrances in collaboration with Swiss perfume manufacturer, Givaudan.

To make the extensive collection of scents, the fast-fashion firm’s in-house teams have partnered up with two Givaudan perfumers: Nisrine Grillié, a fresh company talent, and Olivier Pescheux, a recognised name in the perfume world, and the nose behind Paris’s bespoke perfume store Diptyque and co-creator of Paco Rabanne’s ‘One Million’.

The “Essences” line will retail for 24.99 euros per unit – H&M

“We focused a lot on high quality ingredients, from the single note fragrances to the contemporary blends and the more nuanced perfumes that really highlight the origin of the key ingredient,” said Olivier Pescheux.

The collection, which sees H&M push further into the fragrance market, will be available as three lines, where prices range from 4.99 to 24.99 euros.

The ‘Singles’ collection, a line of ten fragrances, is centred around a single note, such as vanilla, chocolate or yuzu, and is priced at 4.99 euros. In addition, there is the ‘Rêveries’ (Dreams) line, which come as an eau de toilette or mist, and finally the premium ‘Essences’ line, created around one key ingredient such as santal, patchouli or rose, offered as an eau de parfum or a perfume oil in a roll-on format.

The perfumes will be sold in-store and online across some 47 markets where H&M Beauty is available.

Source: Fashon Network
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                                Source: Pause Magazine

H&M AND LOVE STORIES COLLABORATE, BRINGING FASHION AND FUN TO LINGERIE

H&M launches its first-ever collaboration with a lingerie brand – the trailblazing Amsterdam-based Love Stories. Created in 2013 by the multi-talented founder Marloes Hoedeman, Love Stories is known for their eclectic prints, mix-and-match approach, and comfortable designs. The H&M x Love Stories collection will feature classic Love Stories pieces designed in collaboration with the H&M in-house team.

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The H&M x Love Stories collaboration is a womenswear collection featuring a gorgeous and comfortable range of bralettes, briefs, and thongs along with sleepwear, an eye mask, socks and travel pouches in lace, satin, and soft polyamide. Designed together by the H&M in-house team and Love Stories, all the pieces have the distinctive Love Stories print and color combinations, which Hoedeman likes to call “perfect mismatches”. Leopard print, stars, and bold florals are mixed with lace, athletic stripes, and ruffled edges. The color palette consists of a dusky pink, black and olive green. Everything can be effortlessly mixed and matched to suit any mood and allows the wearer to really showcase their personal style.

 

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“Lingerie has always been an important part of fashion. With this collaboration, we really want to show that lingerie can be just as fun and expressive as clothes even if it’s not always on view and therefore Love Stories was the perfect fit. We’ve long admired Marloes for her energy, her drive and, of course, her designs, so we’re thrilled to be doing this together,” says Pernilla Wohlfahrt, H&M’s Design Director.

 

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“I like to call the collaboration between Love Stories and H&M our love affair! From day one, there was an incredible respect for one another and there was a chemistry between all the designers, so we blended together amazingly. The collection revolves around the classic Love Stories items – the bralette, the bikini briefs and thongs – and the ‘perfect mismatches’ of prints and colors,”

Marloes Hoedeman, founder of Love Stories.

Available in selected stores worldwide as well as online from 9 August.

Maliparmi

Source: WWD
Source: CR Fashion Book