Sweden's H&M unveils new sportswear brand

H&M Move is launching with a global workout campaign led by movers - fitness icon Jane Fonda, and acclaimed choreographer Jaquel Knight. The launch campaign sees Fonda once again take up her role as a workout instructor and invite the world to move. Knight joins her in guiding this intergenerational workout, celebrating all forms of movement and movers - from the highly skilful to joyfully playful. academy award-winning actor, activist, and fitness icon, Fonda continues striving to move people 40 years after the release of her first workout video, H&M said in a press release.

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 Fonda and 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. 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 the planet, from the production, use and, ultimately, end of life and disposal. To reduce environmental impact, H&M group is aiming for 100 per cent 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 per cent, starting with 99 per cent 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 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 everybody moving, together with our movers, Fonda and Knight, we are truly inspired for the journey ahead of us,” Simon Brown, general manager H&M Move, said.

“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,” Fonda said.

“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,” Knight said.

Fibre2Fashion News Desk (GK)