H&M's new high-fashion sports collection was developed with input from the Swedish Olympic team and includes both designer details and performance.
The 'For Every Victory' collection - to launch in stores on July 21 - celebrates the power of personal victories. It was developed with input from the Swedish Olympic team, with a campaign fronted by inspirational personalities who have achieved their own victories in sport or life.
“This is a collection about performance with great style and the input of the Swedish Olympic team has been invaluable in the creation process," says Pernilla Wohlfahrt, Design and Creative Director at H&M. "The result is high fashion technical sport pieces for everyone to wear.”
The collection combines high-fashion looks with the benefits of expert knowledge, focusing on 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 is also proud to have 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.
The For Every Victory collection has a colour palette in black, grey, dusty pink and gold. It is centred on performance T-shirts, running shorts and leggings, as well as sports bras for women. The quick-drying, breathable materials help to optimise performance and recycled polyesters prove that high-function sportswear can also be conscious and more sustainable.