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H&M to dress Swedish Olympic team in Rio

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Fashion retailer H&M will dress the Swedish teams for the Winter Olympics and Paralympics in Sochi 2014, and the Summer Olympics and Paralympics in Rio de Janeiro 2016, it has been announced today.

Creating outfits for the Opening and Closing Ceremonies of the Games, the Swedish retailer will also design a “full and extensive wardrobe” for the Swedish teams to wear while at the Olympic village, garments which will be suitable for both training and leisure.

Part of a four-year contract, the design of the collection will be a collaborative effort with Swedish Olympians, enabling the athletes to offer input as well as test the collections before they are finalised.

Ann-Sofie Johansson, H&M’s Head of Design, said of the partnership: “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 on the collection.”

Earlier this week, grocer Sainsbury’s announced that it will sponsor three world class athletics events over the course of the Summer as part of the British Athletics Summer series, following its successful sponsorship of the Paralympic Games in London last year.

H&M’s deal is also set to be extended, as it announced that the Swedish team will assist in expanding its sportswear offering.

Athletes will offer knowledge and guidance to the H&M team, helping to create “a new and extensive” sportswear range for the retailer which will be available to customers in January 2014.

“I am very pleased to announce this long-term partnership with H&M, starting with H&M equipping the Swedish Olympic team for the Winter Games in Sochi 2014,” said Stefan Lindeberg, Chairman of the Swedish Olympic Committee.

“H&M’s approach is innovative and exciting, involving a group of our athletes in the design process. We are proud to be working with H&M, a Swedish brand which is known throughout the world.”

Published on Wednesday 17 April by Editorial Assistant

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