A preview of H&M’a new sport collection Photo: H&M
High-profile sportswear collaborations are on the tip of designers’ tongues at the moment. It seems anyone worth their salt in fashion has one: there was Stella McCartney’s gold-medal performance with Team GB and Adidas’ collaboration with American designer – and newly creative director of Italian fashion house Moschino – Jeremy Scott.
And they’re off! Ralph Lauren is first out of the blocks for the London 2012 Fashion Olympics
Stella McCartney on designing the Olympic kit: I’d do it forever and ever
Armani to dress Italy’s Olympians
And today Swedish retail giant H&M revealed they’re back in the style race with the growth of its ‘H&M Sport’ concept, in which they’ll be exploring its collection with a jazzed up identity on January 2 – and they expect to win.
READ: H&M’s plans to spotlight sustainability
To achieve this, the high street retailer called upon the athletes from the Swedish Olympic team to make sure their fashion performance had the ultimate practical edge. The range will be compromised of activewear and accessories; encompassing everything from quick-dry pieces for workouts, windproof and water-repellent running jackets; comfortable garments for yoga; tennis shorts, and protective fleece jackets for outdoor activities. Plus, it’ll cater for women, men and children.
Anna-Sofie Johansson, creative head of design at the high street chain said of the collection: “Sport and fitness is becoming an increasingly important part of all of our lifestyles and the new H&M Sport is there to help you look and feel great”.
Swedish swimmer and three-times Olympic medallist Therese Alshammar is in true patriotic support saying: “What we wear definitely make a difference when we compete. It’s been a great experience to offer out advice on this newly-expanded H&M Sport collection. Our focus has been on checking the pieces for fit and function, for performance and also comfort. These new H&M Sport pieces will help everyone get the most out of their sporting life”.
READ: Stella McCartney unveils the Team GB Olympic kit
It’s not the first time H&M has dipped their toe into world of sport. In 2012 the fashion chain offered a collection of yoga, running, leisure and cycling outfits for health bunnies. Skiwear was then added to the résumé last winter.
But most recently, and significantly, the H&M tipped its sport scales with Czech tennis star Tomás Berdych signing on to be its brand ambassador. It was to be a poignant moment for H&M and marked the first time a piece of the brand’s clothing had ever been worn at a worldclass tennis sporting event.
A preview of H&M’s new sport collection