Lovers of Leisure
Marloes Hoedeman
Photography by Anna Pihan
In the summer, we met Marloes Hoedeman in Sardinia, Italy—the creative force behind lingerie brand Love Stories. Over ten years ago, in her Amsterdam living room, she worked with Milou Neelen, co-founder of The Pleasure of Leisure, to design the branding, prints, and patterns for Love Stories' first collections. Now, a decade later, we talk about design, creativity, and the art of leisure.
“If I could spend a day with an artist, it would be Julian Schnabel—painting in PJs all day.”
Hi Marloes! Can you tell us a little about yourself?
My name is Marloes Hoedeman. I grew up in a small village near Amsterdam, and now live in the city with my husband Eric and our two children, James and Lola.
Ten years ago I started Love Stories, but before that, I worked as an interior stylist. At Love Stories, we reimagine lingerie classics with an unexpected, modern outlook—styles designed to make you happy, empower you, and creatively express your mood of the day.
I was inspired to create fun, comfortable styles that I wanted to wear myself—and with a vision to shake up the lingerie industry, Love Stories was born. Since then, the brand has become synonymous with its signature look: an effortlessly cool, 'perfect mismatch' of materials, color pops, silhouettes, and textures.
Love Stories ignores the traditional lingerie handbook in favor of comfort and self-confidence; it's designed by women, for women. To wear for themselves, not for someone else.
Reflecting on the early days of Love Stories, what’s a memory that stands out for you?
My memory of the early days is really of ultimate creative freedom—meeting so many new people, learning something new every hour, no boundaries. Sitting on the floor in my living room with a baby, creating collections, designing shop interiors, and reaching out to international buyers... What a rollercoaster.
“Love Stories––a holiday for your boobs.”
In what ways is Love Stories inspired by your leisure time?
We claim that our bralettes feel like 'a holiday for your boobs'––comfort, freedom and fun.
While traveling, I get most of my inspiration: color combinations, prints, flavors, everything. A holiday is that moment when you can truly relax, feel free, and not be rushed by anything (except lunch, haha).
How do you spend your leisure time?
Often with family and friends, chill Sunday mornings in Amsterdam or traveling to new, unknown places.
In what way is leisure time important for your creativity?
Leisure time is crucial—it's the moment to step off the running train, clear your head, and let new ideas come to you. You don’t even need to search for them.
“Kenya completely blew me away. I didn’t expect what wildlife, and being in nature would do to me.”
How do you balance running a successful brand with maintaining personal creativity?
That’s not an easy one, I must say. Traveling is key, meeting new people, and taking a digital detox (the algorithm doesn’t help the creative process).
Have you ever travelled to a place that completely exceeded your expectations?
Kenya. I hadn’t traveled much to Africa before our visit a few years ago. The nature, the people, the smells... And the coast is amazing. I didn’t expect what wildlife and being in nature would do to me.
Most treasured souvenir from travels in your home?
The shells we collected during long beach walks remind me of quality time with my family, no phones, just conversations, and pure happiness over our treasures. No toys or entertainment needed.
On almost every trip, I bring home a souvenir; it reminds me of that place, along with the pictures, before I forget. I could start a museum... ;-)
Dream hotel you’ve stayed at? What made it special?
I love Marram in Montauk, NY. The location and the food were so good (not always the case in the US). We could surf right in front of the hotel, and I loved the Hamptons.
If you could teleport to any place in the world right now and stay for one day, where would you go?
I would love to see the Northern Lights one day.
Favourite meal on holiday? Cook or eat out?
I love to eat out! And I’m a very bad cook, so that makes the decision easier.
What’s always in your carry-on?
Cashmere socks.
What’s the most surprising lesson you’ve learned as an entrepreneur in the fashion industry? And what advice would you give to your younger self?
Follow your feelings, not just numbers or facts.
Is there a particular piece you designed that still holds special significance for you?
The Love Lace, our first bralette and still our most popular one, was and still is the perfect combination of sporty and romantic inspiration. The perfect mismatch.
80-Year-old Marloes Hoedeman is looking back at her life, what moments do you think will stand out?
The memories and adventures I had with my family and friends, and the hours of laughter.
“I was inspired to create fun, comfortable styles that I wanted to wear myself.”
If you could spend a day with any artist or creative person, who would it be and why?
Julian Schnabel, painting in PJs all day.
What is magique for you?
Seeing my kids growing up.
What does photography mean for you?
A lot. I love aesthetics; it needs to be captured. Mostly for memories, not to forget, or to share and send to others as inspiration.
Shop Marloes' Favorites
