Fashion ~ Swedish Culture Embraces Active Approach

Swedish high-street fashion brand, Hennes & Mauritz AB (H&M) is launching a sport collection soon.

H&M Sport will be comfortable and cool clothing for working out in a casual and stylish way next year.

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A preview of H&M’a new sport collection. Photo Credit: H&M.

The head of design, Ann Sofie Johansson stated that, “Fashion should be fun…offering fashion basics and the latest designs.” With that assurance, it is clear that fashion and sport can be flexible to combine their resources. Sport and fitness are becoming more important in Sweden. As part of Swedish lifestyle, more people are increasing their exercising activities.

The Swedish Olympic team wil be embracing the collection. Many in the fashion industry wonder if this line will be as successful as the Stella McCartney x Team GB or the Adidas collaboration with Jeremy Scott. Therefore, it is evident that the collection will compete in the activewear category of retail. The line is set to debut on 02 January 2014.

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