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.'

Danny Moloshok/Reuters/File
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.

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.

You've read  of  free articles. Subscribe to continue.

Dear Reader,

About a year ago, I happened upon this statement about the Monitor in the Harvard Business Review – under the charming heading of “do things that don’t interest you”:

“Many things that end up” being meaningful, writes social scientist Joseph Grenny, “have come from conference workshops, articles, or online videos that began as a chore and ended with an insight. My work in Kenya, for example, was heavily influenced by a Christian Science Monitor article I had forced myself to read 10 years earlier. Sometimes, we call things ‘boring’ simply because they lie outside the box we are currently in.”

If you were to come up with a punchline to a joke about the Monitor, that would probably be it. We’re seen as being global, fair, insightful, and perhaps a bit too earnest. We’re the bran muffin of journalism.

But you know what? We change lives. And I’m going to argue that we change lives precisely because we force open that too-small box that most human beings think they live in.

The Monitor is a peculiar little publication that’s hard for the world to figure out. We’re run by a church, but we’re not only for church members and we’re not about converting people. We’re known as being fair even as the world becomes as polarized as at any time since the newspaper’s founding in 1908.

We have a mission beyond circulation, we want to bridge divides. We’re about kicking down the door of thought everywhere and saying, “You are bigger and more capable than you realize. And we can prove it.”

If you’re looking for bran muffin journalism, you can subscribe to the Monitor for $15. You’ll get the Monitor Weekly magazine, the Monitor Daily email, and unlimited access to CSMonitor.com.