The First Caitlyn Jenner Fashion Campaign Will Be for H&M Sport
Laura McQuarrie — March 15, 2016 — Pop Culture
References: instagram & refinery29
After making a stunning debut on the cover of Vanity Fair, Caitlyn Jenner has now landed her first major fashion campaign. Jenner is now working in partnership with Swedish retailer H&M as the face of its H&M Sport range. As a retired Olympic athlete, this is a natural fit.
While shots from the upcoming sportswear campaign are only being teased for now, H&M has said: "We have picked Caitlyn Jenner, one of the world’s most celebrated athletes, as part of this H&M Sports campaign because we want to illustrate that everything is possible—in sports and in life."
Prior to the announcement of this major partnership, H&M's sister label, & Other Stories photographed transgender models Hari Nef and Valentijn De Hingh for a 2015 campaign. Beyond H&M, on a broader spectrum, transgender models are also making appearances on some of the most prestigious catwalks, indicating a new wave of inclusiveness in the fashion industry and beyond.
While shots from the upcoming sportswear campaign are only being teased for now, H&M has said: "We have picked Caitlyn Jenner, one of the world’s most celebrated athletes, as part of this H&M Sports campaign because we want to illustrate that everything is possible—in sports and in life."
Prior to the announcement of this major partnership, H&M's sister label, & Other Stories photographed transgender models Hari Nef and Valentijn De Hingh for a 2015 campaign. Beyond H&M, on a broader spectrum, transgender models are also making appearances on some of the most prestigious catwalks, indicating a new wave of inclusiveness in the fashion industry and beyond.
Trend Themes
1. Transgender Representation in Fashion - Fashion industry continues to embrace inclusion and diversity by featuring transgender models in campaigns and on the runway.
2. Athletic Apparel for the Transgender Community - Brands are expanding into the transgender market by creating athletic wear specifically for the community.
3. Celebrity Endorsements for Diversity - Brands are partnering with high-profile transgender celebrities for campaigns that highlight inclusivity and diversity.
Industry Implications
1. Fashion - The fashion industry has embraced diversity, inclusion, and representation through transgender models.
2. Sportswear - Companies, such as H&M Sport, are expanding into the transgender market by creating athletic wear specifically for the community.
3. Celebrity Endorsements - Brands are partnering with high-profile transgender celebrities for campaigns that highlight inclusivity and diversity in various industries.
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