In April, H&M revealed the outfits it has created for Swedish Olympians and Paralympians. Turns out, the collaboration between H&M and the athletes has gone further than that. The Swedish brand has recently announced the upcoming launch of its new sportswear collection, which has been developed together with the Olympic team
Called “For Every Victory,” the collection is a combination of high fashion style and technical performance. The design resembles that of the Swedish Olympic team’s official uniform with a color palette that includes black, gray, dusty pink and gold. The athletes also advised and tested the pieces for performance and wearibility. “The result is high fashion technical sports pieces for everyone to wear,” says Pernilla Wohlfahrt, H&M‘s design and creative director.
The collection consists of T-shirts, running shorts, leggings and accessories like hats and bags. The pieces are made from quick-drying, breathable materials and recycled polyesters to ensure sustainability.
To celebrate the launch, H&M has also unveiled the accompanying ad campaign, which features daring figures in sports such as the one-legged surfer Mike Coots. Other names include Chelsea Warner, a gymnast with Down Syndrome, and Olympic gold medalist Caitlyn Jenner.
“For Every Victory” will be available in stores and online at hm.com starting July 21, 2016. See more items from the collection below:
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