The global fashion chain H&M rebranded sportswear as “movewear” with the launch of its H&M Move line in 2022. The brand employed celebrities, such as screen and fitness legend Jane Fonda and choreographer JaQuel Knight, with the aim of making exercise—sorry, movement—accessible to everyone.
Since then, the brand has released collections for all kinds of indoor and outdoor activities, from training and running to hiking, skiing and watersports. H&M Move’s gear is designed to be versatile (for use across multiple disciplines), as well as looking fashionable around town of course.
