The Swedish firm H&M has just created a new brand focused on sportswear, its name is ‘Move’ and its motto ”Betting on ‘movewear’ rather than ‘sportswear’. The main objective is to democratize sportswear. It’s about everyone exercising, at their own pace, but doing it. To do this, they have developed a wide range of sportswear in different categories, elegant, functional and campaign for its launch which is carried out, nothing more and nothing less than Jane Fonda and JaQuel Knight.
Jane Fonda and JaQuel Knight star in ‘H&M Move’ campaign
The campaign of ‘H&M Move’ launches with a workout video, directed by fitness icon Jane Fonda and the famous choreographer JaQuel Knightt, responsible for some of the most iconic dances of our time and several “Superbowl” shows. In this launch clip, Jane takes on her role as a fitness instructor 40 years later and JaQuel joins her in guiding cross-generational training, celebrating all forms of movement. “I’ve spent a lot of my life getting people moving and was naturally drawn to ‘H&M Move”s mission to inspire everyone to do so. I also really liked his philosophy of ‘movewear’ rather than ‘sportswear’. For me it’s not about types of sports or being the most athletic, it’s about giving your body the kind of movement it needs to stay healthy and for you to take care of you,” he explains. Jane Fonda. “Collaborating with H&M Move is a great opportunity to pursue my personal mission to break down barriers to movement and get the world moving and dancing. Together we are setting a new precedent in sport”, quotes JaQuel Knight.
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The collection goes on sale August 4
“H&M Move” offers models for men, women and children. They are designed for jumping, doing push-ups or skipping, among other things. POn the one hand, the range of basics: functional tops, light jackets and a selection of tights and bras, as well as articles specially designed for training and running. Launches simultaneously in this ‘H&M Move Monogram’ collection, which is (available online only)and it’s the one worn by Jane Fonda and JaQuel Knight in the campaign video. This collection will have sportswear with logos and reflective details. One of the highlights of these models is the proprietary material they are made from and the easy way to tell if they meet our needs. These materials are ‘DryMove’, which help draw all moisture away from the skin, keeping you comfortably dry as you move. ‘ShapeMove’, provides extra support and has benefits for jumping and stretching. ‘SoftMov’, which is very smooth and provides extra support when moving. ‘StormMove’ protects against wind and rain and is breathable in all weathers. ‘H&M Move’ will launch on August 4 with collections for women and men which will be available in 2,500 stores globally and at hm.com/move. The children’s collection will also launch on August 4 and will be available only on the web.
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