Caitlyn Jenner is heading back to her roots (well, kind of) – by becoming the first trans person to front a sportswear fashion range.
The outspoken reality star, who came to fame by winning the 1976 Olympics decathlon decades before confirming her transition, was signed this week as the face of H&M Sport.
She confirmed the news on Twitter, writing: “Backstage with H&Mm! So proud to be part of their inspiring #HMSport campaign. #MoreIsComing #StayTuned”
Jenner added: “Can’t wait to show you more of this inspiring and amazing campaign!”
The news comes amid changes to the Olympics rulebook for transgender and intersex athletes, who have previously complained at being barred from competing, subject to humiliating ‘gender tests’ and surgery requirements
The new International Olympic Committee rules clear the way for trans people to compete in the gender category of their choice, as long as they meet a number of fairness requirements and are deemed to have no unfair advantage over cis athletes.
It has not been disclosed how much Jenner will earn for the lucrative sportswear deal, which comes after she also became the face of MAC Cosmetics.
The reality star will likely be happy to be in the news for something other than her controversial comments, after taking flak from trans activists after appearing to back extreme anti-LGBT Republican Ted Cruz in his run for President.
She separately claimed that Democrat Hillary Clinton wouldn’t stand up for trans equality because “she couldn’t care less about women”.
When asked which Republican candidates would help trans people, she claims: “All of them. They don’t hate gays or trans people. They are more ‘I want a thriving economy so every trans person has a job’.”
Hillary Clinton’s Presidential policy manifesto lists nearly a dozen specific policies for trans people, while no Republican mentions trans rights at all. Senator Bernie Sanders listed one policy aimed at trans people.