We encountered Marloes Hoedeman, the Dutch designer and founder of Love Stories, at her premier store in Amsterdam and discussed her journey in crafting her brand narrative, her criteria for an ideal store location, and how her previous experience as an interior stylist seamlessly translates into her ability to assemble her collection, characterized by its unique blend of mis-matching pieces. Recently, she adorned one of her signature Lovestory suits at the Hotel de L’Europe Amsterdam.
IRMA: Amsterdam is known for its rich artistic heritage and vibrant creative scene. Can you tell us how the city’s culture and aesthetics have influenced your approach to designing a lingerie collection?
MARLOES HOEDEMAN: I think some ingredients like humour and freedom are important for me as a creative to develop the brand and the collection.
IRMA: Amsterdam’s unique blend of historic and modern elements often leads to inspiring juxtapositions. How do these contrasts play into your creative process and the aesthetic of Love Stories?
MARLOES HOEDEMAN: There is a hint of the past and a glimpse of the future in every piece of lingerie and in every campaign. Interesting, eclectic combinations keep you thinking.
IRMA: What are the key factors you take into account when choosing new locations for Love Stories boutiques? Is there a certain atmosphere or neighbourhood that you look for?
MARLOES HOEDEMAN: I always prefer to be in a neighbourhood with the best florists and a brand like Aesop nearby. Women who treat themselves to flowers every week or use hand soap that smells like perfume also understand our concept.
IRMA: Love Stories stores are known for their unique and welcoming design. How do you ensure that each new location maintains the brand’s identity while respecting and integrating the local culture?
MARLOES HOEDEMAN: The most important thing in any store is to make you feel at home.
Warm textures like curtains and carpets always work.
If those ingredients are there in every store, you can tweak it a bit in every location.
IRMA: Inspiration can come from many sources. Beyond the immediate influences of fashion and lingerie, where do you draw your creative inspiration from?
MARLOES HOEDEMAN: Travelling, films, hotels, antique markets, exhibitions.
IRMA: Can you give us a specific example of an unexpected source of inspiration leading to a new design or collection for Love Stories?
MARLOES HOEDEMAN: Toilet paper with an amazing artwork on it, in an Italian restaurant.
IRMA: The transition from styling to designing lingerie presents a unique set of challenges and opportunities. What do you see as the main differences between designing lingerie and prêt-à-porter?
MARLOES HOEDEMAN: I really design our lingerie as shrunken garments, the only thing I have to take into account is that the fit has to be perfect, washable and not itchy.
So a bit more rules and a bit more practical, but still a lot of fun!
IRMA: Your styling background has clearly influenced the distinctive “perfect mismatch” aesthetic of Love Stories. Can you explain how your styling experience has shaped this approach?
MARLOES HOEDEMAN: In interior design and fashion (and lingerie in my case), I feel that interesting combinations last longer because they are created by you, they come from a personal love. Not copy-paste.
In styling, I have used vintage, new small designers and bigger companies, and that makes for interesting clashes. It’s about curation.
