Following the news that Caitlyn Jenner landed her first MAC campaign, the transgender activist is moving swiftly onto fashion and, following in the footsteps of Beyoncé and Katy Perry, is the newest ‘face’ of H&M.
The 66-year-old Olympic gold medalist announced that she is working with H&M on a sportswear project via her Instagram today.
A spokesperson for H&M said it was important for them to embrace the diversity in the fashion world: “For H&M it is important to show diversity and a range of personalities in everything we do. 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. It is a collection of performance sportswear made to celebrate individuality and self-belief.”
The move shouldn’t come as too big a surprise, as the Swedish brand have been praised for being one of few at the forefront of promoting diversity within the industry over the past few months in particular.
In October, H&M enlisted a woman who wears a hijab to feature in a campaign. Also, last year, H&M’s sister brand & Other Stories (landing on our shores very soon) unveiled a campaign that featured trans models, shot by trans photographer, Amos Mac.
Earlier in the week trans models, Andreja Pejic and Hari Nef walked the H&M Studio runway show at Paris Fashion Week, as well as Sports Illustrated cover girl Ashley Graham.
Jenner’s daughter, model Kendall Jenner, has also had a long association with the retailer.
Jenner’s full campaign is expected to be unveiled in the coming weeks.