H&M Unveils ‘Movewear’ Private Label

a woman jumping up in the air

H&M launched an activewear private-label brand, dubbed H&M Move, on Aug. 4, in conjunction with a global campaign led by actress Jane Fonda and choreographer JaQuel Knight

With H&M Move, the retailer aims to provide a more accessible version of sportswear by reframing it as “movewear,” which is built for “Movers” of all abilities and skills and not just athletes, according to a news release.

"Removing barriers to sport is very much at the heart of our purpose, starting with democratizing sports apparel,” said Simon Brown, general manager of H&M Move, in the release. “We provide a wide range of movewear across several categories that are stylish [and] functional at an incredible value for our customers." 

H&M Move launched with a global workout campaign led by “H&M Movers,” actress and 80’s aerobics icon Jane Fonda and choreographer JaQuel Knight. A campaign video ad/short film sees Fonda once again take up her role as a workout instructor, which started more than 40 years ago with her first workout video, while Knight joins her in guiding an intergenerational workout. The campaign aims to celebrate all forms of movement and Movers, including the highly skilled and fitness beginners.

"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,'” Fonda said in the release. “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."

For both women and men, H&M Move launched with a range of apparel designed to “bounce, flex, skip and flow,” per the release. The first drop included a variety of Move Essentials, including functional tops, lightweight jackets and a selection of tights and bras, as well as items specifically designed to train and run.

Dropping simultaneously on Aug. 4 was the H&M Move Monogram collection, which is 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 presents four exclusive materials by combining “innovative designs with complex technologies with a simple naming system,” according to the release. This was created by H&M so that customers need only glance at the name of each material to understand what it does and how it helps them move.

    • DryMove aims to pull all moisture away from the skin to keep consumers comfortably dry while moving.
    • ShapeMove intends to provide extra support, plus features a no-show benefit when lifting and stretching.
    • SoftMove is soft and offers extra support while moving.
    • StormMove aims to protect against wind and rain and is breathable whatever the weather.

H&M claims all the materials are sustainably made, from the production, use and, end of life and disposal. To reduce environmental impact, H&M Group is aiming for 100% of the materials to be either recycled or sourced in a more sustainable way by 2030. H&M Move is almost at 85% today, starting with 99% 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 launched collections for men, women and kids in 2,500 stores worldwide and on