H&M MOVE collection launch: Jane Fonda and JaQuel Knight show their moves
H&M Move launches with a global workout campaign led by fitness icon Jane Fonda and renowned choreographer JaQuel Knight. Director Loren Denis shot the film for it, and the accompanying photography is by Ronan Gallagher.
Decades after Jane Fonda rose to fame with her fitness videos (she remains one of the best-selling VHS fitness programs to this day), she slips back into her role as a workout instructor. She is joined by JaQuel Knight to lead this intergenerational workout that celebrates all forms of exercise and moves.
Jane Fonda will be accompanied by JaQuel Knight - the renowned choreographer responsible for some viral dances of our time and several Super Bowl shows (!). "Working with H&M Move was a great opportunity to support my personal mission to break down barriers to movement and get the world dancing and moving," JaQuel Knight enthuses.
The first collection includes a range of essentials. These include functional tops, lightweight jackets, and a wide selection of tights and bras, as well as items designed specifically for training and running.
At the same time, the H&M Move Monogram collection appears with a range of tracksuits. Reflective details ensure safety on the road.
But the innovation continues with H&M Move. H&M's brand will present four exclusive materials that combine innovative designs with complex technologies and simple designations. Customers need only look at the name of each material to understand what it does and how it helps them move.
- DryMove™ - helps wick moisture away from the skin to keep you comfortably dry while moving.
- ShapeMove™ - adds support and provides a "no-show" advantage when lifting and stretching.
- SoftMove™ - is super soft and gives extra support while moving.
- StormMove™ - protects against wind and rain and is breathable in all weather conditions.
To reduce potentially negative environmental impacts, H&M Group has chosen materials from more sustainable sources. Furthermore, all materials are to be either recycled or more sustainably sourced by 2030.
Already since the end of 2020, for example, all of H&M Group's cotton has been either recycled, organic, or sourced through the Better Cotton Initiative (BCI). In H&M Move's collections, almost 85% of the materials used are now recycled or more sustainably sourced. This also applies to synthetic fibers such as polyester, which is 99% recycled and gives Movewear important product properties, such as wicking away moisture.
H&M Move launches on August 4 with collections for women, men, and children available in 2,500 stores worldwide and on hm.com/move
