Launching globally on August 4, the new brand H&M Move has a bold mission to democratize activewear and get the world and everyone moving, no matter how they move.
The brand offers a more accessible vision of movement, redefining it as a movement and celebrating that everyone on the planet is already an enabler, moving in every way.
H&M Move aims to provide the world with stylish and functional activewear that allows porters of all abilities and abilities to move with comfort and confidence.
“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 apparel. 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.” – Simon Brown, General Manager H&M Move
H&M Move presents a global training campaign led by Movers – fitness icon Jane Fonda and renowned choreographer JaQuel Knight. At the launch event, Jane reprised her role as a trainer and invited the world to move. JaQuel accompanies you to lead this cross-generational training that celebrates all forms and types of sport – from high quality to fun.
Oscar-winning actress, activist and fitness icon Jane Fonda continues to work to get people moving 40 years after she released her first fitness video.
“I’ve spent a lot of my own life getting people to move and was naturally drawn to the mission of H&M Move to get the whole world moving, I also really liked their philosophy of ‘movewear’ over ‘sportswear.’ To me, it’s not about sports or being the most athletic. It’s about giving your body the kind of movement it needs to stay healthy so it can take care of you.” – Jane Fonda
Joining Jane is compatriot JaQuel Knight – renowned choreographer responsible for some of the most iconic dances of our time and several Super Bowl performances.
“Collaborating with H&M Move felt like a great opportunity to further my personal mission to break down the barriers to movement and get the world moving and dancing. Together, we’re creating a new precedent when it comes to sport and showing that there’s no subscription needed to move.” – JaQuel Knight
H&M Move has launched a range of ‘activewear’ for women and men designed to bounce, move, bounce and flow. The first item contains a variety of Move essentials, including performance tops, lightweight jackets and a variety of bodysuits and bras, as well as items designed for training and running. Also released was the H&M Move Monogram collection – worn by Jane Fonda and JaQuel Knight in the introductory film – which includes a range of tracksuits with logos and reflective details.
H&M Move will showcase four exclusive materials that combine innovative design with sophisticated technology with a simple naming system. Customers can see what any material does and how it helps it move just by looking at the name of any material. DryMove™ – Helps remove moisture from the skin, keeping you dry and comfortable on the move. ShapeMove™ – Gives you extra support and an “unobtrusive” advantage in lifting and stretching. SoftMove™ – Super soft to give you extra support as you move. StormMove™ – Windproof and rainproof, breathable in all weather conditions.
From manufacture and use to end-of-life and disposal, all materials have an impact on our planet. To reduce its impact on the environment, the H&M Group aims to recycle 100% of its materials or source them more sustainably by 2030. New sports brand H&M Move is now close to 85%, starting with 99% of the sourced polyester in its collections being recycled and all cotton used in its collections from more sustainable sources. In addition, H&M Move is expanding its positive impact through a new partnership with Fairbrics and LanzaTech, launched in 2023, to jointly drive the future of circularity and innovative materials.
H&M Move launches on August 4th with collections for women, men, and kids available in 2500 stores worldwide and on hm.com.
About H&M Move:
H&M Move is a movement brand. We celebrate movement and invite the world to move. We make stylish and functional movewear accessible to Every Body, in a more sustainable way.
Visit hm.com/move or follow @hm_move for more inspiration.