H&M Group is launching its new brand, H&M Move, with a campaign that stars the legendary actress Jane Fonda. The collection, which is scheduled to make its debut today, August 4th, aims to democratize sportswear in order to get more people moving. In these advertisements, Fonda appears alongside the well-known choreographer JaQuel Knight.
H&M Move 2022 Campaign
Forty years after the release of her first workout video, the star of Grace and Frankie plays a fitness instructor in a film and a series of still images from the film. The H&M Move collection is designed for both women and men, and the first drop of the lineup includes items known as Move Essentials. These items include tights, bras, lightweight jackets, and functional tops.
Related: Jane Fonda Wears Polished Looks for ELLE Canada
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.’ 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.
Jane Fonda
In addition, the H&M Move Monogram Collection has been released, and Jane Fonda can be seen modeling the tracksuits that feature the sporty logo. The designs use four exclusive materials developed specifically to improve the wearer’s comfort level while engaged in physical activities.
“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,” shares Simon Brown, General Manager H&M Move
