H&M is embarking on a bold mission to democratize sportswear and get the whole world moving with the launch of its new brand H&M Move. H&M Move aims to equip the world with stylish and functionable ‘movewear’ that will support Movers of all abilities and skills to move comfortably and confidently in a multitude of ways.
Fitness icon Jane Fonda and acclaimed choreographer JaQuel Knight
H&M Move is launching with a global workout campaign and film led by fitness icon Jane Fonda once again taking up her role as a workout instructor and inviting the world to move. Acclaimed choreographer JaQuel Knight responsible for some of the most iconic dances of our time and multiple SuperBowl shows joins her in guiding this intergenerational workout, celebrating all forms of movement and Movers – from the highly skillful to joyfully playful.
Both for women and men, H&M Move launches with a wide range of ‘movewear’ designed to bounce, flex, skip and flow. The first drop includes a variety of Move Essentials, including functional tops, lightweight jackets and a broad selection of tights and bras, alongside items specifically designed to train and run. Dropping simultaneously is the H&M Move Monogram Collection – worn by Jane and JaQuel in the launch film – this collection features a series of tracksuits sporting logo play and reflective detailing.
H&M Move will present four exclusive materials by combining innovative designs with complex technologies with a simple naming system. Customers need only glance at the name of each material to understand what it does and how it helps them move. DryMove™ – helps pull all moisture away from your skin, keeping you comfortably dry while moving. ShapeMove™ – gives you extra support plus features a ‘no show’ benefit when lifting and stretching. SoftMove™ – is super soft and gives you extra support while you move. StormMove™ – protects against wind and rain and is breathable whatever the weather.
All materials have an impact on our planet, from the production, use and, ultimately, end of life and disposal. To reduce environmental impact, H&M Group is aiming for 100% of the materials to be either recycled or sourced in a more sustainable way by 2030. H&M Move is almost at 85% today, starting with all polyester being 99% recycled and all cotton that is used in its collections either being organic, recycled or BCI-sourced.
