H&M’s high fashion performance sportswear

hm for every victory collectionH&M will launch a new sports collection, “For Every Victory”, developed with input from the Swedish Olympic team and fronted by personalities including Caitlyn Jenner on July 21.

The collection features core sports and training pieces that have all been tested by the Swedish Olympic team. The athletes advised on design, performance and wearability.

H&M have also designed outfits for the Swedish Olympic and Paralympic team for Rio 2016, including the opening ceremony uniform, selected competition pieces and the prize ceremony outfits.

“This is a collection about performance with great style and the input of the Swedish Olympic team has been invaluable in the creation process,” said Pernilla Wohlfahrt, design and creative director at H&M.  The result is high fashion technical sport pieces for everyone to wear.”

The Swedish fashion chain said the campaign will be fronted by personalities that have ‘overcome hardships to celebrate the power of sport and self-belief to transform people’s lives.’ The list of personalities includes Caitlyn Jenner with her Olympic gold medal in the decathlon, “who dared to stand up for her true identity”; Chelsea Werner, a gymnast “who has never let Down Syndrome halt her progress”; surfer Mike Coots who still takes to his board even though he lost his leg in a shark attack and boxer Namibia Flores who has fought against prejudice to pursue her dreams.

The collection will launch together with the campaign in stores on July 21.

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