H&M just merged high-fashion and sports in new apparel.
The fast-fashion retailer announced the launch of For Every Victory, a new athletic clothing collection developed in collaboration with the Swedish Olympic team. The collaboration is fronted by influential individuals, including former decathlon Olympian Caitlyn Jenner, gymnast Chelsea Werner, surfer Mike Coots and boxer Namibia Flores, who have overcome physical and life-changing obstacles.
“This is a collection about performance with great style and the input of the Swedish Olympic team has been invaluable in the creation process. The result is high fashion technical sports pieces for everyone to wear,” said H&M’s design and creative director, Pernilla Wohlfahrt.
H&M’s For Every Victory collection combines technical expert knowledge, high-fashion and a focus on training practices into reliable yet stylish athletic apparel. Each clothing item was tested by the Swedish Olympic team for design, performance and wearability.
The new collection is based on outfits designed by H&M for the Swedish Olympic and Paralympic team, who will compete at Rio 2016. For Every Victory has its own color palate in black, grey, dusty pink and gold. Apparel featured in the collection include T-shirts, running shorts, running leggings and women’s sports bras.
Sustainability and technicality are key characteristics of For Every Victory as well. Recycled polyesters provide the collection with a fashionable and environmentally-friendly solution. Technical benefits include quick-drying and breathable materials to assist with performance.
For Every Victory will be available in stores and online on July 21.