Retail & Brands


H&M Move brings together Jane, Zlatan, JaQuel and Nadia – empowering movers in the new year

© H&M
With a boost of energy helping us all kickstart the new year, H&M Move is launching a new collection empowering everyone to get moving — whether you walk, run, roll, skip, jump, bend or stretch. Dropping worldwide on Thursday, January 12, the new Empower Collection includes fashionable and functional movewear for women, men, and kids.

The collection features a variety of seamless products, from jumpsuits to tights, bras and tees, to give our movers extra support and comfort. Contrasting power knit structures with pops of orange and cobalt blue bring fashionable touches to this functional collection. The collection is made with DryMove™; a material that pulls moisture away from the skin to keep our movers dry and comfortable.

To celebrate the launch, H&M Move has brought together Global Brand Movers Jane Fonda, Zlatan Ibrahimovi? and JaQuel Knight, who all share H&M Move’s mission of getting the world moving.

"When it comes to being active, we should focus on finding what we like. And, if you can explore some new moves, that’s good because you have tried something new. It’s all about having fun. If I can make people move, I’ve been successful."

Zlatan Ibrahimovi?, professional footballer and multimover

Alongside Jane, Zlatan and JaQuel is H&M Move’s newest teammate and Global Brand Mover; Afghan-Danish refugee turned professional footballer and medical doctor Nadia Nadim.

"Moving every day is good for you, but it also has a bigger power. So, it’s not just about being active because it’s healthy but also because sports and movement can change other things around you."

Nadia Nadim, professional footballer and movement advocate

The launch is celebrated with a joyful film where the four H&M Move Brand Movers are joined by pro-cyclists, volleyballers and more, all trying new ways of moving in a new year.

"Bringing all four Brand Movers together for this campaign feels very special. We all share the same mission to get the whole world and everybody moving. Showing our Brand Movers having fun in our new Empower Collection we hope will inspire others to join us in starting the new year trying new ways to move."

Simon Brown, General Manager of H&M Move


The Empower Collection will be available in 2400 stores worldwide and on:

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