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H&M embraces diversity in new partnership with Caitlyn Jenner

The fast-fashion retailer says the high-profile endorsement exemplifies the chain's mission to 'convey an image of diversity in all that we do.'

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    Caitlyn Jenner arrives at the Vanity Fair Oscar Party in Beverly Hills, Calif., February 28, The reality star announced on Thursday that she has signed on as the new face of fashion retailer H&M's line of sports apparel.
    Danny Moloshok/Reuters/File
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Caitlyn Jenner has announced that she is working with fast-fashion retailer H&M as part of its upcoming sports advertising campaign, as the fashion retailer’s new “athleisure” line looks poised to benefit from the high-profile endorsement.

News of the deal came Thursday via a photo of Ms. Jenner in a pair of black leggings and sneakers posted on her Twitter and Instagram accounts.

Details of the endorsement remain scarce. But an spokeswoman for H&M (Hennes & Mauritz AB) confirmed that the company selected Jenner, “one of the world’s most celebrated athletes,” to be part of the campaign, according to news reports.

The spokeswoman said that the upcoming collection of athletics sportswear was “made to celebrate individuality and self-belief.” She added that H&M also wanted to "show diversity and a range of personalities" in everything it does and designs.

"We strive to convey an image of diversity in all that we do and we welcome all people inspired by fashion,” the spokeswoman said. “We want our advertising to inspire as many people as possible and we target a wide and diverse target group."

Jenner, who won an Olympic gold medal in the decathlon, has had a long public life.

As Bruce Jenner, she was a motivational speaker and stared in the Kardashian family’s reality television show. She has become a prominent transgender activist since her high-profile transformation into a woman last year.

The news comes on the heels of Jenner announcing her partnership with MAC Cosmetics, reports E! Online. Her lipstick shade, Finally Free, will be available next month. She promised on Twitter to donate all sales to improving transgender communities.

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