H&M’s affordable new swimwear is flying off the shelves

From Karl Lagerfeld to Stella McCartney, Balmain to Erdem, H&M’s collaborations are always a hit – but they often elevate the price of a usual H&M design to well above its usual range.

This summer, however, the high street store has come up trumps with a partnership that’s offering us the chance to get our hands on some seriously luxe-looking pieces without breaking the bank. Introducing the Love Stories x H&M swimwear line, which has been flying out of stores since it first landed on 13 June.

It’s not the first time that H&M has teamed up with the Dutch fashion brand; back in 2018, the chain brought out a range of beautifully designed Love Stories lingerie, and their swim offering is just as strong. Think muted, vintage-inspired colours like dusky pinks and tangerines, flattering sporty shapes and prints that are timeless enough to add to your collection for years to come.

H&M Love Stories swimwear
H&M

H&M’s Maria Östblom, Head of Design Womenswear at H&M, describes the mix-and-match pieces as ‘breezy and elegant’, saying ‘we hope this cool and sporty collection will inspire our customers to explore their own personal summer style.’

‘It’s a dream to be collaborating with H&M again, offering customers a Love Stories aesthetic at H&M prices,’ echoes Love Stories founder Marloes Hoedeman. ‘The Love Stories Swim Club x H&M collaboration stays true to our mix and match principle and is designed for fun summer holidays – whether you’re relaxing with a cocktail or surfing the waves.’

To the surprise of absolutely no one, stocks of the items are already seriously depleted, but if you’re quick, you might still manage to bag one. Below is our favourite beachwear, but don’t forget there’s also T-shirts, bags, sarongs, flip-flops and more, with prices starting from just £8.99…

5 of the best buys from the Love Stories x H&M swimwear collection

H&M Love Stories swimwearOff-The-Shoulder Swimsuit, £34.99, Love Stories X H&M

H&M Love Stories swimwear
V-Neck Swimsuit With A Belt, £29.99, Love Stories X H&M

H&M Love Stories swimwearTiered Beach Tunic, £34.99, Love Stories X H&M

H&M Love Stories swimwearLong-Sleeved Scuba Swimsuit, £39.99, Love Stories X H&M

H&M Love Stories swimwear
Padded Triangle Bikini Top, £19.99, and Tanga Bikini Bottoms, £14.99,  Love Stories X H&M

Shop the full Love Stories X H&M collection at hm.com