Fashion retailer H&M Thursday launched a new activewear brand – H&M Move – with a stated vision to “democratise sportswear and get the whole world moving”.
The brand offers a more accessible vision of sport by reframing it as movement, celebrating the fact that everyone on the planet is already a “Mover”. 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.
“H&M Move is a movement brand. We’re here to celebrate movement and invite the world to move. Removing barriers to sport is very much at the heart of our purpose, starting with democratising sports apparelm. We provide a wide range of movewear across several categories that are stylish, functional, and incredible value for our customers. Combined with our passion to get everybody and every body moving, together with our Movers Jane Fonda and JaQuel Knight, we are truly inspired for the journey ahead of us,” said Simon Brown, general anager H&M Move.
H&M Move is launching with a global workout campaign led by Academy Award-winning actor, activist, and fitness icon Jane Fonda and choreographer JaQuel Knight.
The launch campaign sees Jane Fonda once again take up her role as a workout instructor, 40 years after the launch of her first fitness video, and invite the world to move. JaQuel joins her in guiding this inter-generational workout, celebrating all forms of movement and Movers – from the highly skilful 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 Fonda and JaQuel Knight 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. The new sports brand H&M Move is almost at 85% today, starting with 99% of the polyester sourced for its assortment being recycled and all cotton that is used in its collections is more sustainably sourced. Furthermore, H&M Move is amplifying positive impact by establishing new partnerships that collectively drive towards circularity and innovative materials of the future, by starting collaborations with Fairbrics and LanzaTech, launching 2023.
H&M Move launches Tuesday with collections for women, men, and kids available in 2,500 stores worldwide and on hm.com/move.
