On the third day of Amsterdam Fashion Week 2025, September 1, heritage Dutch brand Love Stories will present the launch of Whateverwear. The intimate aperitivo gathering brings together friends of the brand, press, and community for a first look at a concept that redefines what ready-to-wear can be.
Whateverwear is designed to be worn however, whenever, wherever. Oversized boxers double as streetwear, lingerie takes centre stage, and swimwear works just as well for dinner as for the beach. It’s a celebration of mismatched perfection and dressing on your own terms.
At the heart of the concept is a call for individuality. “Wear. Whatever. You. Want.” is both an invitation and a manifesto. For founder and creative director Marloes Hoedeman, the concept is a response to the sameness she sees in fashion today: “I often find myself reflecting on sameness. It’s surprising how much everything seems alike nowadays. I firmly believe that striving for perfection leads us down a path of monotony where everything and everyone looks the same. It’s so uninspiring and, frankly, dull. So, we should try to stop this.”
Instead, Love Stories proposes imperfection as the ultimate style statement. Whateverwear invites wearers to rediscover instinct, play with contradictions, and reclaim personal taste.
The launch takes place in the House of Love on Herengracht 298, the brand’s Amsterdam showroom, where an intimate aperitivo gathering will give guests a first look at the collection. For Love Stories, debuting Whateverwear at AFW is both a nod to its Dutch roots and a step towards shaping a freer, more playful way of dressing.