H&M wants Caitlyn Jenner's athleticism for sport campaign
Caitlyn Jenner is going back to her athletic roots.
On Thursday the transgender rights activist and reality star announced on Twitter and Instagram her upcoming campaign with H&M Sport. Jenner released a behind-the-scenes photo showing her in what appears to be a gym, dressed in black workout leggings, sneakers and a zip-up jacket.
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Since announcing her transition last June, Jenner has primarily promoted her more glamorous Hollywood style. In February she shared news about her potential cosmetics line and limited-edition MAC lipstick, and stressed the importance of her relationship with makeup during the last year.
Joining forces with an activewear line for her first major fashion campaign taps into Jenner's athletic past. Before her public transition, Jenner was a professional athlete and went by the name Bruce.
A statement made by the Swedish retailers spokesperson explains, "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."
In 1976 the track and field star won the gold medal for the USA during the summer Olympics — an achievement H&M found valuable.
Although Jenner has not publicly requested the media to leave out her pre-transition images, Mashable has chosen not to include photos of Jenner at the 1976 Olympic games.
There's no word yet when the campaign will officially launch.
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Topics LGBTQ
Noelle Sciacca is a Fashion Reporter at Mashable. Noelle writes on the intersection of fashion and the media. A graduate of Liberty University with a degree in Business Marketing, Noelle previously worked for SELF Magazine and Lucky Magazine. At Mashable, her aim is to make the most innovative, entertaining, and empowering fashion content on the web.
