Caitlyn Jenner is the new face of H&M

Caitlyn Jenner is the new face of H&M Sport, it was announced last week.

The star of I Am Cait took to Twitter to share the news, posting a behind-the-scenes shot of herself dressed in leggings, a jacket and white-soled trainers, adding the caption “Backstage with @hm! So proud to be part of their inspiring #HMSport campaign. #MoreIsComing #StayTuned.”

Recent years have seen Jenner making headlines thanks to her association with the Kardashian brand and, more recently, for her choice to transition from male to female. However, 40 years ago she won gold at the 1976 Olympic Games in Montreal, and her strong association with the world of athletics means that her deal with the Swedish brand makes sense.  

Backstage with @hm! So proud to be part of their inspiring #HMSport campaign. #MoreIsComing #StayTuned pic.twitter.com/0Tyq3tz5j7

— Caitlyn Jenner (@Caitlyn_Jenner) 11 March 2016

“We have picked Caitlyn Jenner, one of the world’s most celebrated athletes, as part of this H&M Sport campaign because we want to illustrate that everything is possible — in sports, and in life,” said a spokesperson for the brand.

Of course, this is a pretty lucrative arrangement for H&M and their foray into the world of athleisure. Like many high-profile retailers, the company have been pushing their sportswear offering as the popularity of stylish athletic gear only continues to grow. 

 

A photo posted by Caitlyn Jenner (@caitlynjenner) on Feb 26, 2016 at 1:00pm PST

The news comes just a few weeks after Jenner announced that she would be collaborating with MAC Cosmetics to create a lipstick. Entitled Finally Free, the proceeds from the rosy shade will go to the MAC AIDS Fund Transgender Initiative. Along with an appearance at New York Fashion Week last month, it seems that these new ventures mark the star’s move towards a career within the fashion world – only time will tell.

Grace Cain