Caitlyn Jenner is the new face of H&M
H&M have announced that Caitlyn Jenner is the star of its latest campaign.
The news was announced this morning as the fashion giant shared an image of the former Olympian on its Instagram account modelling H&M's new sportswear collection.
Jenner also shared the image on her Instagram account, saying: "Backstage with @hm. Can't wait to show you more of this inspiring and amazing campaign! #StayTuned #HMSport."
The news comes on the heels of the 66-year-old revealing that she is partnering with MAC Cosmetics.
She took to Twitter to share the news with her millions of fans, "Some days I just gotta say...I love that I'm finally free to be me. #TransIsBeautiful"
H&M have transcended fashion conventions in recent months as they look to promote diversity within the brand.
Earlier in the week trans models Andreja Pejic and Hari Nef walked the H&M Studio runway show at Paris Fashion Week, as well as 'plus' size model and Sports Illustrated covergirl Ashley Graham.
In August of last year, H&M's sister brand & Other Stories unveiled a campaign that featured trans models that was shot by famed trans photographer, Amos Mac.
And in October, H&M enlisted a woman who wears a hijab to feature in its advertisements.
Mariah Idrissi (23) has been wearing a hijab for the last six years and praised the Swedish fashion brand for the respect and understanding they paid her during the shoot.
"H&M asked how much in terms of neck I could show, but to be honest they were very respectful,"the Londoner told Fusion Magazine.