H&M taps Jane Fonda for new activewear brand H&M Move

H&M taps Jane Fonda for new activewear brand H&M Move
H&M Move launches on August 4th with collections for women, men and kids available in 2500 stores worldwide and online.
// H&M taps actress Jane Fonda to front its new brand H&M Move, launching this week
// The new line aims to make “functional and technically innovative workout clothes more accessible”

H&M is launching a new activewear brand called “H&M Move”, launching online and in store on 4 August and the retailer has tapped Oscar-winning actor Jane Fonda to front the range.

The new offering covers menswear, womenswear and kidswear including tops, lightweight jackets, tracksuits, tights and bras.

Fonda, best known for her iconic 1980s fitness videos, stars in the campaign alongside dance choreographer JaQuel Knight.


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H&M said it is looking to fill the world with stylish and functionable ‘movewear’ that will support customers of all abilities and skills to move “comfortably and confidently”.

The range features four different materials all with unique functions designed for physical activity: DryMove for keeping moisture away from skin, ShapeMove for extra support, SoftMove for a soft texture, and StormMove for protection against wind and rain.

Simon Brown, General Manager for H&M Move general manager Simon Brown said: “H&M Move is a movement brand. We’re here to celebrate movement and invite the world to move. Removing barriers to sport is very much at the heart of our purpose, starting with democratising sports apparel.

“We provide a wide range of movewear across several categories that are stylish, functional and incredible value for our customers. Combined with our passion to get everybody and every body moving, we are truly inspired for the journey ahead of us.”

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