H&M Move kicks off the autumn ‘23 season with a clean, futuristic collection of fashionable performance movewear designed for HIIT workouts — including pieces for softer movements, like Yoga. Global Brand Movers Zlatan Ibrahimović, Nadia Nadim, and JaQuel Knight will be featured in a series of campaign photos and films as they join everybody as the whole world gets moving after summer.
“When I was a child, I didn’t realise what I was experiencing were barriers to movement. As an adult, I have come to learn how life itself can become one such barrier. This is why I love being a doctor. I often get to play a role in another person’s journey as they find their own ways to do what they love,”
says professional football player and doctor Nadia Nadim.
The men’s and women’s collections apply the aesthetic of a monochromatic urban tech colour scheme of predominantly greys and black, accentuated by energising nuances of light green and teal. Fabrics are made with more sustainable materials, like recycled polyester and organic cotton, including textiles with H&M Move’s trademark DryMove™ and SoftMove™ functionalities.
Women’s tops, tights, sports bras, cycling shorts, and jumpsuits are characterised by their shape-enhancing cut lines, edgy cut outs, and metallic prints. These silhouettes are contrasted with athleisure wear that will grant you the freedom to take up space, such as oversized hoodies and parachute trousers. The men’s side introduces muscle fits, laser-cut details, and comfortable multi-stretch T-shirts, vest tops, shorts, tights, and track suits.
Footballer Zlatan Ibrahimović developed his confidence to move both on and off the field.
“Sport is more than medals; it actually has the power to drive change in people's lives. The number one lesson I can give to get moving: try not to be like someone else, set your own direction. Being yourself is being perfect,”
says Zlatan Ibrahimović.
Choreographer to the stars, JaQuel Knight, finds the freedom to express himself through music and dance.
“It doesn’t matter where I’m at or what I’m doing; I need to be comfortable in my body and in my surroundings so I can access the way I make meaning, which is through movement,”
says celebrity choreographer and creative JaQuel Knight.
The new season drop will be available in selected stores and on hm.com/move on August 17.