Entitled “For Every Victory,” H&M commemorates the power of personal victories through a new high fashion sports collection designed in tandem with the Swedish Olympic team. Proving more than just aesthetically sharp, the range combines modern day design along with technically sound sensibilities, such as quick-drying, breathable materials. Focusing on pieces that have been rigorously tested by the Swedish athletes, areas pertaining to design, performance and wearability were all taken into account at the development phase in order to ensure a product worthy of the world stage. The sports-inspired lineup centers in on performance tanks, shorts, tights and zipped jackets
The campaign is fronted by inspirational personalities who have all achieved their own victories, whether in sport or through life experiences. “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,” says Pernilla Wohlfahrt, Design and Creative Director at H&M
The collection will launch together with the campaign in H&M stores and at hm.com on July 21.