H&M continues the high-fashion performance sportswear trend with “For Every Victory”. The collection merges together high-fashion styles with sports and training pieces that offer technical benefits such as quick drying breathable-sustainable materials that promote performance. H&M teamed up with the Swedish Olympic team in order to test the pieces for superior functionality and style.
“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 Pernilla Wohlfahrt, Design and Creative Director at H&M.
The campaign promotes victory by highlighting inspirational personalities such as surfer Mike Coots, and American television personality, Olympic gold medalist, Caitlyn Jenner, who are known for raising the bar in their careers as athletes while rising above obstacles in their personal lives. Moreover, it establishes a connection between diverse individuals by empowering them with the idea that one can take control of their lives through fitness, gracefully, and with style.
The collection is available now in stores and online.