H&M has announced that it will design and supply the official apparel for the Swedish teams competing at the PyeongChang 2018 Winter Olympic and Paralympic Games. The collection will include outfits for the opening and closing ceremonies, as well as a complete wardrobe for athletes to wear during training and leisure time in the Olympic Village.
H&M to Outfit Team Sweden for PyeongChang 2018
According to H&M, the collection will combine sport, functionality and fashion while drawing inspiration from Swedish heritage. The garments are being developed in close collaboration with Swedish Olympians, who will provide feedback and test the apparel throughout the design process.
“It is such an honour for H&M to dress both the Swedish Olympians and Paralympians for the upcoming games in PyeongChang. The designs will bring together sport, functionality and fashion and have Swedish heritage as a proud influence on the collection,” said Pernilla Wohlfahrt, H&M’s Design Director.
The partnership between H&M and the Swedish Olympic Committee began in 2013. Since then, the fashion retailer has designed Team Sweden’s official collections for the Sochi 2014 Winter Olympics and the Rio 2016 Olympic Games, as well as apparel for six Youth Olympic events.
Anna Lundin, Marketing and Communication Executive at the Swedish Olympic Committee, welcomed the continued collaboration.
“PyeongChang 2018 marks the third time H&M will dress Team Sweden. H&M brings fashion to the Olympics in a completely new manner. We are looking forward to getting dressed up in their new designs in February,” she said.
Swedish freestyle skier Henrik Harlaut also highlighted the importance of the collection in fostering team unity.
“Being part of a big nation’s team, when all sports come together and represent your country, is what makes the Olympic Games special. The clothes are important for building that team spirit, and H&M are awesome at creating that feeling. Their designs will make us want to go for gold,” Harlaut said.
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