H&M TO RELEASE ‘FOR EVERY VICTORY’ SPORT COLLECTION

Swedish retailer H&M will release a new technical high-fashion sports collection, For Every Victory, on July 21. The collection has been developed in collaboration with the Swedish Olympic team, and the campaign is fronted by inspirational personalities who have all achieved their own victories, whether in sport or through life experiences.

The new collection has a similar aesthetic to the Swedish Olympic team collection, with its own color palette in black, grey, dusty pink and gold. It is centered on performance T-shirts, running shorts and leggings, as well as sports bras for women. The technical benefits include quick-drying, breathable materials that help to optimize performance, while recycled polyesters prove that high-function sportswear can also be more sustainable.

“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 For Every Victory campaign features 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.