Caitlyn Jenner Fronts New Sports Campaign From H&M

Ms. Jenner Also Recently Announced a Collaboration With MAC Cosmetics

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Caitlyn Jenner fronts a new H&M Sports campaign.
Caitlyn Jenner fronts a new H&M Sports campaign. Credit: H&M

Caitlyn Jenner is becoming a familiar face on the marketing circuit. On Friday, Ms. Jenner announced that she will be part of a new sports campaign from global fast-fashion chain H&M. Last month, news broke that Ms. Jenner, 66, is partnering with MAC Cosmetics on a campaign that includes her own signature lip color.

Stockholm, Sweden-based H&M issued a statement about the collaboration.

"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," said a spokesperson.

The Olympic gold medalist tweeted a behind-the-scenes picture, with the message, "So proud to be part of their inspiring #HMSport campaign." She noted that more information will be coming.

H&M spent $34.9 million on measured media in the U.S. last year, a 12% drop from 2014, according to Kantar Media. The chain has been growing in both sales and locations, which numbered 3,958 in January, up from 3,541 in the year-earlier period. In January, sales were up 7% compared with January 2015, the retailer recently reported.

The reaction to Ms. Jenner's inclusion in H&M's marketing was largely supportive, with some on Twitter calling the campaign "groundbreaking" and others using the applause emoji. Both H&M and MAC have routinely collaborated with other transgender celebrities. Fashion model Andreja Pejic, formerly Andrej Pejic, walked in H&M's runway show earlier this year, while MAC has worked with RuPaul.

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