The new-season drop is inspired by HIIT training and the juxtaposing elements of sports and fashion. It includes stylish workout sets with body-enhancing cutlines and luxe athleisure wear in bold oversized silhouettes, all meticulously crafted with fabrics featuring H&M Move’s sweat-wicking DryMove™ and extra-supportive ShapeMove™ functionalities.
British singer-songwriter RAYE embodies this aesthetic and has partnered with H&M Move for the collection launch. The celebrated artist is featured in the campaign alongside two of her best friends and dancers who are supporting the star during her world tour. RAYE is also seen working out and dancing to an instrumental version of her hit ‘Escapism’.
“I really believe that movement is for everyone. It’s about your unique journey and how you move forward in life, both mentally and physically. Being confident in who you are and in your own skin takes time, but through movement it's possible,”
In the new campaign, the musician shares the spotlight with renowned striker Zlatan Ibrahimović, who joined the H&M Move team as a Brand Mover in 2022.
“Movement is in my DNA, and I’ll never stop pushing forward. H&M Move is the same, and with this collection they’re really taking movewear to the next level. Shooting the campaign together with RAYE was a lot of fun, and I think it turned out great,”
says Zlatan Ibrahimović.
To celebrate the new collection and campaign, H&M Move will be hosting a live performance by RAYE in London on 24 January. In an intimate setting, the award-winning artist will entertain a select number of specially invited guests with some of her chart-topping tracks.
“With this campaign we are truly pleased to once again bring together the worlds of sports and fashion, with the help of music superstar RAYE and sports legend Zlatan Ibrahimović, showing that however you move, we always keep moving,”
says Henrik Kroon, newly appointed General Manager at H&M Move.
The new movewear collection will be available in-store and at hm.com/move 11 January.
British singer-songwriter RAYE shines as one of the brightest stars in today’s music scene, boasting seven top 20 singles, 33 millionmonthly listeners on Spotify, an Ivor Novello Award, multiple Brit Award nominations and a track record of writing for the industry’s biggest names. Her debut studio album as an independent artist, ‘My 21st Century Blues’, came out in early 2023 and features the UK chart-topping single ‘Escapism’ which is 2 x platinum in the UK, RIAA Platinum in the US and ten other territories, with 1.05 billion cumulative streams clocked to date.
About Zlatan Ibrahimović
Zlatan is one of history’s greatest strikers and has played in the world’s biggest leagues. The football legend is Sweden’s all-time top scorer and has won league titles in four countries, but more than that, he’s a father, a hiker, speaks five languages, and has a passion for taekwondo. Zlatan is the ultimate multimover and joined H&M Move as a Brand Mover in 2022, wanting to get the whole world and everybody moving.
About H&M Move
H&M Move is a movement brand. We celebrate movement and invite the world to move. We provide fashionable, functional movewear, accessible for everybody, in a more sustainable way. Visit hm.com/move or follow @hm_move for more inspiration.
For more information and background around the campaign, including additional imagery and products, please source H&M Magazine.