December 3, 2020

2016 Olympic Games: H & M in the starting blocks

While H & M has recently used David Beckham for a collection, the fashion giant is more and more interested in sports. On April 17, the brand announced that it will be taking care of Swedish Olympic athletes' outfits at the Paralympic Winter Games in Russia in Sochi, Russia, in 2014, followed by Olympic Games summer of Rio de Janeiro in 2016.

The clothing collection for Swedish athletes will include outfits for the opening and closing ceremony, as well as leisure and training clothing for their entire stay in the Olympic Village. Developed with the alpine champion (five Olympic medals) Anja Pärson, we can already discover the first pieces of the collection through sketches. On the program: colorful ski tights coats as well as navy blue and gray jackets.

"The design of this collection is the marriage of sport and fashion in a totally new way, the Swedish heritage will proudly influence this collection." Enthusiastic Ann-Sofie Johansson, artistic director of H & M.

Thanks to this collaboration, H & M should release part of this collection a month before the start of the Paralympic Games in 2014.

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