H&M to dress the Swedish Olympic 2016 team

H&M to dress the Swedish Olympic 2016 team

Swedish retailer H&M has signed a four-year deal to dress the teams at both the Winter Olympics and Paralympics in Sochi 2014, and the Summer Olympics and Paralympics in Rio de Janeiro 2016.

Swedish retailer H&M is more used to collaborating with luxury brands like Versace and Jimmy Choo, but its latest union is set to be a much more patriotic one.

Today, the company announced that it has signed a four-year contract with the Swedish Olympic Committee and Swedish Paralympic Committee, meaning that it will dress the national teams at the Winter Olympics and Paralympics in Sochi 2014, and the Summer Olympics and Paralympics in Rio de Janeiro 2016.

H&M will create outfits for the opening and closing ceremonies, as well as an extensive wardrobe for sportspeople to wear around the Olympic village.

Ann-Sofie Johansson, the Swedish fashion giant’s head of design, said it was “honour” to dress the teams, adding how: “the designs will bring together sport and fashion in a totally new way and have Swedish heritage as a proud influence on the collection.”

The clothes will be developed in collaboration with a handful of Swedish Olympians, who will give their input and test the garments in the collection.

IN PICTURES: Sexiest Olympic athletes

Anja Pärson, a former alpine skier and multiple Olympic champion said that wearing clothes from a Swedish company “will strengthen the team, our team spirit and image to the outside world, especially when it is an internationally renowned brand like H&M.” The athletes will also be called upon to test and broaden H&M’s Sport range.

Here’s hoping the result will be a much chicer affair than the opening ceremony parade suits Team GB sported during London 2012; described by critics as resembling an Elvis tribute act, Stella McCartney, the team’s official kit designer, was quick to declare they were not her work – but that of high street stalwart Next.

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