H&M sportswear gets a high fashion upgrade with new collection, For Every Victory

H&M sportswear gets a high fashion upgrade with new collection, For Every Victory

Fashionably functional

Text: Wei Yeen Loh

H&M's first technical high-fashion collection, For Every Victory, hits the stores this week - here's what you can expect

With the 2016 Olympic Games kicking off in less than a month, H&M has got something special lined up in conjunction with the event that will pique the interest of every budding sports enthusiast. Introducing its tehnical high fashion sports collection, For Every Victory, developed with the help of the Swedish Olympic team and features performance T-shirts, running shorts and leggings, and sports bras for women—all made with quick-drying, breathable materials to optimise sports performance.


“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 elements on technical performance wear with a focus on core sports and training pieces—all tested by the Swedish Olympic athletes who share advice on design, performance, and wearability. H&M is also the official outfitter for the Swedish Olympic and Paralympic team for the games this year, and the colour palette of the teams' collection is similar in visual expression and technicality to that of For Every Victory as well. The new campaign for this line celebrates the power of sport the best way possible—fronted by inspirational personalities who have achieved their own victories, such as shark-attack survivor and surfer Mike Coots, Cuba's only female boxer Namibia Flores, and gymnast Chelsea Werner who didn't let Down Syndrome dictate her future. Full campaign images will be released this 21 July. 

Take a look at the full women's collection here:

H&M For Every Collection will be available in selected stores this 21 July 2016.


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