H&M For Every Victory - High-fashion performance sportswear made to inspire

With the technical high-fashion sports collection For Every Victory , H&M celebrates the power of personal victories. 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 collection will launch together with the campaign in stores and online at hm.com on 21st July 2016.

“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 combines high-fashion styles with the help of technical 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 aesthetic 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 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 − 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, the 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.

For more information, please contact:  
H&M Media Relations

Phone: +46 8 796 53 00
Email: mediarelations@hm.com

H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is quoted on Nasdaq Stockholm. H&M’s business idea is to offer fashion and quality at the best price in a sustainable way. In addition to H&M, the group includes the brands & Other Stories, Cheap Monday, COS, Monki and Weekday as well as H&M Home. The H&M Group has more than 4,000 stores in 62 markets including franchise markets. In 2015, sales including VAT were SEK 210 billion and the number of employees is more than 148,000. For further information, visit hm.com .

About Us

H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is quoted on Nasdaq Stockholm. H&M’s business idea is to offer fashion and quality at the best price in a sustainable way. In addition to H&M, the group includes the brands & Other Stories, Cheap Monday, COS, Monki and Weekday as well as H&M Home. The H&M Group has more than 4,300 stores in 64 markets including franchise markets. In 2016, sales including VAT were SEK 223 billion and the number of employees is more than 161,000. For further information, visit hm.com.