by John Russel Jones

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, launching today. 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 functional ‘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 democratizing sports apparel,” says Simon Brown, General Manager H&M Move. “We provide a wide range of movewear across several categories that are stylish, functional, and of 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.”

H&M Move is launching with a global workout campaign led by fitness icon Jane Fonda and acclaimed choreographer JaQuel Knight. The launch campaign sees Jane once again take up her role as a workout instructor and invite the world to move. JaQuel joins her in guiding this intergenerational workout, celebrating all forms of movement and Movers, from the highly skillful to the joyfully playful.

Academy Award-winning actor, activist, and fitness icon, Jane Fonda continues striving to move people 40 years after the release of her first workout 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,” says Fonda. “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 is joined by JaQuel Knight, the renowned choreographer responsible for some of the most iconic dances of our time and multiple Superbowl shows.

“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, says Knight. “Together, we’re creating a new precedent when it comes to sport and showing that there’s no subscription needed to move.” 

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 — featuring 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 the skin, keeping the wearer comfortably dry while moving. ShapeMove gives extra support and features a ‘no show’ benefit when lifting and stretching. SoftMove is super soft and provides extra support while moving. 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 on August 4th with collections for women, men, and kids available in 2500 stores worldwide and on hm.com/move.