The Olympics are fast approaching, and H&M has never been one to lag behind. Paying homage to the power of personal victories, H&M has unveiled a new line of activewear — For Every Victory.
The collection is but another notch in the Swedish retailer’s belt — they were also the ones behind the uniforms of their very own Swedish Olympic and Paralympic teams. Equipped with breathable pieces engineered for optimum performance, For Every Victory combines style acumen with athletic expertise. Lightweight technical fabrics are rendered in quintessential sports luxe hues — black, grey, gold, and dusty pink. Featuring performance T-shirts, running shorts, leggings, as well as sports bras for women, each design has been tried and tested by the Swedish Olympic team, ensuring zero compromise on style nor function.
“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 sport pieces for everyone to wear,” says Pernilla Wohlfahrt, design and creative Director at H&M.
Not just for the fitness-savvy and style-conscious, the line of high-function athletic apparel brings a sustainable approach to the mix with the use of recycled polyesters. Fronted by inspirational athletes such as former gold-medal winning decathlete Caitlyn Jenner and gymnast Chelsea Werner, the message of the campaign is clear: the transformative power of personal victories is one to celebrate.
The H&M For Every Victory collection will be available in H&M Orchard Building and H&M Kallang Wave from 21 July.