Caitlyn Jenner Fronts New Sports Campaign From H&M

She Also Recently Announced a Collaboration With MAC Cosmetics

Published On
Mar 11, 2016

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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 possiblein 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.

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.

Read more about the campaign on Adage.com.