Media Release: H&M For Every Victory – High Fashion Performance Sportwear Made To Inspire

With the technical high fashion sports collection For Every Victory, H&M celebrates the power of personal victories. It has been developed with input from the Swedish Olympic team, and the campaign is fronted by inspirational personalities who have all achieved their own victories, whether in sport or life. The collection will launch together with the campaign in selected stores that carry the sport range from 21 July 2016. (runwitme says: We have seen them on the shelf TODAY, 14 July at Lot 10)



“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.



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 similar visual expression and technical knowledge to the Swedish Olympic team collection, with its own 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 − all showing that there’s no compromise on either fashion or performance.



The For Every Victory campaign celebrates the power of sport and self-belief to transform people’s lives. Among many there are 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.