H&M has today revealed its Sport FW17 collection, serving up yet more stylish but affordable sportswear for athletes and amateur enthusiasts alike.

The collection utilizes boxy, futuristic silhouettes and fresh blue colors across a number of high performance pieces. All of which are easily wearable both on the street and while exercising.

The stunning accompanying campaign images (which you can in the gallery above) see the collection put to the test by athletes Patrick Beach, Amanda Bisk and Tommy Rivers within the harsh surroundings of a mountainous landscape.

We spoke to the brains behind the collection, H&M Sportswear Designer Jonas Blom, to tell us more about the collection, as well as his unique approach to designing sportswear.

Where do you start when designing clothes for sport?

Jonas Blom: Today sport and fashion inspire each other and we want to create sportswear that combines fashion with functionality – feeling and looking good while training. The inspiration for the fall collection was to make a strong and clear luxury sport collection in a fashionable way, without losing the trust of real professional and functional clothing that should inspire the customer to run and train.

What does the process look like, from the initial designs to the pieces hitting the shop floor?

After the inspiration stage, we start with mood boards and then move to creating samples with different materials that work for both fashion and function.  Color is very important in the design process. For this collection, the color story is a tight monochrome blue theme that breathes exclusiveness — there are different tones of navy highlighted with shiny expressive two-tone blue, splashes of light blue as a contrast, and blue reflective details to tie it all together. The fabrics in this collection are all functional and breathable, both in fabrics and the construction of garments.

How do you balance making the pieces look cool while still offering high performance?

Our goal is to create functional and fashionable pieces that look luxe yet are still affordable. Keeping that in mind, we look to source the best functional and breathable fabrics while making sure not to compromise the way the pieces look and feel.

How much of a role do sporting experts and athletes play in the design process?

We work closely with the talent in the campaign — Patrick Beach, Amanda Bisk and Tommy Rivers — in the development and testing of our products. They are also ambassadors of H&M Sport, which means they represent us on their own social media channels and in our campaigns.

A lot of athletic apparel is expensive to produce, whereas H&M prides itself on affordable fashion — how did you balance this?

At H&M we always offer fashion and quality at the best price in a sustainable way. We feel passionately about keeping this business concept across all of the collections and products we make. We are able to offer the best price with great value to our customer because of few middlemen in the design/logistics process and high volume orders. We believe that fashion should be democratic and accessible to all and our sport collection is no exception!

The new H&M Sport FW17 collection is available to purchase in store and online as of July 20.


Now, here’s how Real Madrid and Spain footballer Sergio Ramos starts his day.

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