H&M ‘For Every Victory’ Collection

“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 collection will launch together with the campaign in stores and online at hm.com on 21st July 2016 but for now, scroll through to see more campaign images and a few of my favourite pieces from the collection.

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