In recent years fashion has taken up a newfound love affair with the tantalising topic of sport. Whether it’s designers hard at work thinking of innovative ways to help an athlete’s performance, or an emerging label equipping a team with a new kit that conveys a sense of pride, fashion and sport have merged together to create a whole new definition on the phrase ‘a la mode’.
H&M’s upcoming Olympic Collection is no different. Having recently been appointed with the challenging task of dressing the Swedish Olympic Team and the Swedish Paralympic Team for Sochi 2014, the label has recently spoke out about the inspiration behind the upcoming designs.
Garments are said to take inspiration from contemporary Swedish and Scandinavian design, with functionality being the prime focus .
The team’s wardrobe includes individual outfits of the opening and closing ceremonies, as well as a different attire for training and leisure in the Olympic Village.
“H&M is proud to be dressing both the Swedish Olympic Team and the Swedish Paralympic Team. We want the athletes to perform at their best, and look their best. The input from the Swedish Olympic Team was crucial, ensuring each piece combines durability, comfort and performance. I can’t wait to see the teams wearing the pieces during Sochi 2014,” said Ann-Sofie Johansson, Creative Head of Design at H&M.
