H&M’s For Every Victory Sportswear Collection is Gold Medal Worthy

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By Butterboom Writers  /  June 27, 2016

H&M has been kicking goals with its collaborations in recent years, and its latest is gold-medal worthy – literally. H&M is designing the uniforms for the Swedish Olympic team for the Rio 2016 Olympics, and their new ‘For Every Victory’ collection of sportswear brings a similar aesthetic to the masses.

The For Every Victory collection come out on July 21 both in stores and online. This collection merges performance with great style and the result is high-fashion technical sports pieces that have even been performance tested by the Swedish Olympic Team, who were involved in the whole process from consultation to road-testing. Technical benefits include quick-drying, breathable materials that help to optimise performance – hey, if it’s good enough for olympians, it’s good enough for us!

The campaign itself is one of the most powerful one we’ve seen so far from H&M. Every Victory celebrates the power of sport and self-belief to transform lives and features sports heroes like Caitlyn Jenner, Olympic gold medal winner in decathlon; Chelsea Werner, a gymnast who has never let Down Syndrome halt her progress; surfer Mike Coots, who still surfs despite losing a leg in a shark attack; and boxer Namibia Flores who has fought against prejudice to pursue her dreams.

Where to buy:

The collection is available on line and in-store – to locate your nearest H&M, visit our store directory.


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