Caitlyn Jenner named face of H&M Sport campaign

London - Fashion retailer H&M is continuing to push diversity with the announcement that Caitlyn Jenner is to become the face of its autumn/winter 2016 Sports line.

The retired Olympic gold medalist, formerly known as Bruce, transition from male to female last year, and introduced Caitlyn for the first time on the cover of Vanity Fair magazine, has been picking up a number of endorsement campaigns in recent weeks, including teaming up with MAC Cosmetics to create a limited-edition lipstick called Finally Free.

Jenner broke the news of her H&M campaign on social media saying: “Backstage with @hm! So proud to be part of their inspiring #HMSport campaign. #MoreIsComing #StayTuned”. The 66-year-old Olympian also shared a photo from the campaign with her sitting in a gym, decked out in H&M’s workout gear, with her legs crossed and her hands perched on her knee.

A spokesperson for H&M said: “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."

H&M has been on a diversity drive lately, for its catwalk show in Paris for its H&M Studio collection earlier this month it featured models of different ages, sizes and gender identities including Pat Cleveland, Amber Valletta, Ashley Graham, Andreja Pejić and Hari Nef.

H&M Sport launched in 2014 and offers activewear and accessories for men, women and children.

Image: Twitter - Caitlyn Jenner