Forget Instagram - for the ultimate #fitspo, H&M have gone straight to the real deal
The fast fashion giant has tapped their country's top athletes - none other than the Swedish Olympic and Paralympic teams - to collaborate on a range of high-performance exercise gear. Aptly titled For Every Victory, the line includes technical tees, shorts, tights and sports bras made from quick-drying, breathable and sustainable fabrics.
The Swedish Olympians tried and tested every product in the range, and advised on design, performance and wearability. They'll be kitted out in H&M themselves for the Rio Games - albeit in the Swedish national colours as opposed to the dusty pink, black, grey and gold palette of this collection.
H&M aims to celebrate the power of personal victories with the collection, with campaign faces including Olympian Caitlyn Jenner, gymnast Chelsea Werner, who has Down Syndrome, surfer Mike Coots, who lost his leg in a shark attack and boxer Namibia Flores, who has faced prejudice her entire career. The collection launches globally on July 21.