H&M will launch the new technical high-fashion sports collection “For Every Victory“, celebrating the power of personal victories. The sportswear 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. The campaign features 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.
“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 collection by H&M combines high-fashion styles with the help of technical expert knowledge, focusing on core sports and training pieces. The sports-inspired lineup centers in on performance tanks, running shorts, tights and zipped jackets in mostely black, white, grey and gold. The technical benefits include quick-drying, breathable materials that help to optimise performance, while recycled polyesters prove that high-function sportswear can also be conscious and more sustainable
The “For Every Victory” Collection will be launched together with the campaign online and in H&M stores on 21st July 2016.