H&M has launched its first Asian-fit lingerie collection.

The collection, now available at H&M stores with lingerie departments within Hong Kong as well as on hm.com, has been designed to impress Asian women with its comfortable fabric and skin-friendly design.

The label’s 44-stitch superfine fibre has been used to bring a soft touch to the skin, while the wire-free feature and triangle-cup design is intended for comfort and fit for all sizes and cups, with side support for comfortable body shaping.

Promotional materials for the collection emphasises the use of superior materials to offer a high level of skin-friendly, breathable comfort.