BY EDITOR, Featured on Fashion School Daily
With the rise of Lululemon, Kate Hudson’s Fabletics and Beyoncé’s Ivy Park, the athleisure trend is here to stay.
Now H&M is claiming their stake in the athleisure game with the launch of a brand new campaign, For Every Victory. The new collection was inspired, developed and tested in collaboration with the Swedish Olympic team in order to achieve the right mixture of edginess and and design chic. The theme, For Every Victory, is a celebration of the “power of personal victories,’’ according to the H&M website.
“This is a collection about performance with great style and the input of the Swedish Olympic team has been invaluable in the creation process,” said Pernilla Wohlfahrt, Design and Creative Director at H&M.
The many faces of the campaign feature the likes of decathlon winner Caitlyn Jenner in her recently revealed true identity, along with her fellow Olympic gold medal winner, gymnast Chelsea Werner, who has never let Down Syndrome define her performance path. It also showcases surfer Mike Coots, who has demonstrated that the ocean waters are still his stomping ground, despite losing his leg in a shark attack and Cuban female boxer Namibia Flores.
The “For Every Victory’’ collection closely resembles the outfits H&M designed exclusively for the Rio 2016 Swedish Olympic and Paralympic teams.
It primarily features performance T-shirts, running shorts and leggings, as well as sports bras for women. And in order to improve the wearer’s performance by being both breathable and quick drying, the pieces were constructed with technical fabrics from recycled polyesters using colors of sleek black, grey, pale pink and gold.
This season, H&M is proving that everybody can obtain their own personal gold whenever and wherever they want to. Whether you’re a winner to some or a loser to many, the choice to shine like gold is only yours to make.
Tyler J. Drinnen, is the Founder and Editor in Chief of iTEM MAGAZINE,
a poet and freelance fashion writer, photographer and abstract visual content producer.
He holds a Bachelor of Arts in Communication and Media Studies from Sonoma State University, where he wrote a weekly Opinion Column For
The Star, dabbled with his own radio podcast format, titled Saturday Nite Scandal, and helped to create one of the first of 25 Professional Student Lead PR Firms in the USA.
From there on, he continued his work by interning with Sonoma Discoveries Magazine and then shortly after wrote and interned for Fashion School Daily, where he solidified his love for feature writing and working with emerging talents from around the world.
In December of 2016, he received an Honorary Master of Arts in Fashion Journalism from the Academy of Art University. And what an achievement that was, to be the first in his program to have graduated a full semester early. Bringing him to four degrees in a short five and a half years, nothing will stop him from bringing art to the eyes of many.
He has worked in the fashion industry for nearly a decade, from commercial retail management to corporate level ghost writing. Now - he the poet - T.J.D. takes his life public with the independent launch of the urban California lifestyle based fashion-art movement, iTEM MAGAZINE: A Platform For Rising Artists.