H&M Chose Caitlyn Jenner Because She Reflects "Individuality"

Olympian also just released a cosmetics line with MAC

By Lily Harrison Mar 11, 2016 4:10 PMTags
Caitlyn Jenner, H&MH&M

Caitlyn Jenner is set to take the fashion world by storm!

Sources confirm to E! News that the Olympian is participating in a new sports campaign for none other than retail giant H&M.

Caitlyn took to Twitter to share her excitement by writing, "Backstage with @hm! So proud to be part of their inspiring #HMSport campaign. #MoreIsComing #StayTuned."

H&M participated in a Q&A and revealed how the company landed on Caitlyn as the face of its sports campaign. "We want to illustrate that everything is possible—in sports, and in life," a spokesperson for H&M explained. "It is a collection of performance sportswear made to celebrate individuality and self-belief."

The clothing company also said it wanted to "show diversity and a range of personalities" in everything it does and designs, which made the I Am Cait star the ideal choice. To those who might disagree with the brand's choice, H&M said, "We strive to convey an image of diversity in all that we do and we welcome all people inspired by fashion. We want our advertising to inspire as many people as possible and we target a wide and diverse target group."

The exciting news comes on the heels of the 66-year-old revealing that she is partnering up with MAC Cosmetics.

Caitlyn started by tweeting this message to her millions of Twitter fans, "Some days I just gotta say...I love that I'm finally free to be me. #TransIsBeautiful"

Watch: Caitlyn Jenner: 15 Things You Don't Know About Her

She then she teased everyone with this tweet, "Oh, and another thing. I'm excited that I'm finally free to talk about my next adventure... #staytuned"

And she finally let the cat out of the bag with the big news:

"I'm finally free to announce my partnership with @MACcosmetics!" Caitlyn revealed. "All sales of our lipstick shade, Finally Free, go toward improving transgender communities. Look for it in April! #MACCaitlynJenner"

During an interview with MAC, Caitlyn revealed why she chose the name of the lipstick.

"I wanted a name that I use, and which represents the community," the I Am Cait star explained. "This is who I am: Finally Free."

Caitlyn chose a "rosey nude" color for the lipstick and she describes it as an "everyday look."

"To be honest, I want people to use it every day so they have to buy more," Caitlyn revealed. "I want to raise a lot of money. It's very simple."