Caitlyn Jenner makes her high-street debut as the new face of H&M’s sportswear line.

The 66-year-old Olympic gold medalist announced on her Twitter she’s working with the Swedish giant by sharing a photo saying “Backstage with @hm! So proud to be part of their inspiring #HMSport campaign. #MoreIsComing #StayTuned.”

Formerly known as Bruce, the athlete and reality TV star transitioned from male to female last year and was introduced as Caitlyn for the first time on the cover of Vanity Fair  - she has since become one of the most influential LGBT ambassadors.

“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,” a spokesperson for H&M said.

Other celebrities that have fronted H&M’s campaigns in the past include Beyonce and Katy Perry,  and Jenner’s supermodel daughter, Kendall has an on-going relationship with the brand having appeared in its anticipated H&M Studio show and was the face of Balmain for H&M’s collaboration.

Kendall Jenner in the catwalk of Balmain x H&M

The Swedish retailer has been praised for supporting diversity and the current gender fluid movement. Transgender models Andreja Pejic and Hari Nef walked in its show at Paris Fashion Week earlier this month and sister label &Other Stories have featured Nef and transgender model Valentijn De Hingh, too.

With Jenner launching a lipstick called Finally Free with Mac Cosmetics and having been spotted at New York Fashion Week in February for the first time, it seems she may be working closer to the fashion and beauty industry. 

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