H+M to dress Sweden in Olympics

OHMYGOSSIP — H&M has signed a four-year deal to style the Swedish Olympic team during the 2014 Winter Olympics and 2016 Summer Olympics

H&M will dress the Swedish Olympic team. The Sweden-based high street brand has signed a four-year deal with the Swedish Olympic and Paralympic committees to design clothing for athletes to wear during the opening and closing ceremonies of the 2014 Winter Olympics in Sochi, Russia and 2016 Summer Olympics in Rio de Janeiro, Brazil.

H&M’s head of design Ann-Sofie Johansson said: “It is such an honour for H&M to dress both the Swedish Olympians and Paralympians for the upcoming games in Sochi and Rio.

“The designs will bring together sport and fashion in a totally new way and have Swedish heritage as a proud influence of the collection.”

As well as designing outfits to be worn during the ceremonies, the brand will also create garments for the athletes to wear while in the Olympic Village, which can be worn for leisure or training.

The Swedish Olympic stars will also help the company design a new sportswear range – to be sold in H&M stores worldwide – using “their knowledge and experience”.

Fashion designer Stella McCartney was famously responsible for styling Team GB during the London 2012 Olympics last year and earned an OBE from the queen for her services.