The new sports line by H&M
Swedish retailer H&M is launching a line of sportswear called For Every Victory. The collection, as well as the ad campaign promises to go beyond the usual.
To create a collection, H&M designers appealed to the Swedish Olympic team. Professional athletes have contributed to the development of clothing, indicating the major inconveniences with which they are usually faced with the choice of the form. H&M has also developed a form for the Swedish Olympic team for Rio de Janeiro 2016.
«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 creative director Pernilla Wohlfahrt.
The collection is made in gray, black, pink and gold hues. It includes sports bras, leggings, shorts, shirts and jackets. All clothes are made not only from the high-tech materials, but also environmentally friendly.
As campaign faces has been chosen inspiring personas, whose personal victory is much more important than sports. Caitlyn Jenner, a former champion in decathlon, surfer Mike Coots, who lost his leg due to an accident, but hasn’t gave up on sport, gymnast with Down’s syndrome Chelse Werner and a black girl boxer, who has been subjected to prejudice and attacks by press Namibia Flores.
The collection will go on sale on 21 July.