I saw this story a couple of days ago and really wanted to write about it. Because, as I see it, H&M is one of the most representative brands for Sweden. Next to Ikea, they really put Sweden out on everyone’s maps. I’m always amazed at the amount of inspiration growing out of Sweden and, generally out of all Scandinavian countries. I don’t know what they’re eating, drinking or breathing there, but it surely makes people more creative!
The latest creative H&M project is sports-concentrated as they were commissioned to make the Swedish Olympic and Paralympic teams’ costumes for the 2014 and 2016 games. The collection is comprised of official garments which the teams will wear during the opening and closing ceremonies and also a complete casual range to wear while training and relaxing in the Olympic Village. I rather like the designs and find them pretty catchy. And very Swedish. I like that. And, as always, I admire the Scandinavian creativity!