Democratizing sportswear means getting the whole world and everybody moving, however they move, and with new brand H&M Move, our vision for sports is reframed from the traditional to the free, making sportswear more accessible and celebrating movement like never before.
In fact, H&M Move knows that everyone on the planet is already a Mover, moving in a multitude of ways. Right here in Kuwait, professional athlete and sprinter Abdulaziz Saif Marzouk (@abdulaziz_saif) represents the nation in the 400m sprint, and he knows that when off-season, it’s important to move his body in other ways to stay flexible and in peak condition. This means trying out new experiences. Restauranteur and Joffrey Ballet School dancer Sara Al Homood (@saraalhomood) retired from formal training as a dancer many years ago but movement is still in her soul. When the pair discovered Studio 33, they decided to take themselves out of their comfort zones and exchange training tips while exploring something new with H&M Move.
H&M Move aims to equip the world with stylish and functionable ‘movewear’ that will support Movers of all abilities and skills to move comfortably and confidently.
Both for women, men, and kids, H&M Move launches with a wide range of ‘movewear’ designed to bounce, flex, skip and flow. The first drop includes a variety of Move Essentials, including functional tops, lightweight jackets and a broad selection of tights and bras, alongside items specifically designed to train and run. Dropping simultaneously is the H&M Move Monogram Collection, this collection features a series of tracksuits sporting logo play and reflective detailing.
H&M Move will present four exclusive materials by combining innovative designs with complex technologies with a simple naming system. Customers need only glance at the name of each material to understand what it does and how it helps them move. DryMove™ – Helps pull all moisture away from your skin, keeping you comfortably dry while moving. ShapeMove™ – Gives you extra support plus features a ‘no show’ benefit when lifting and stretching. SoftMove™ – is super soft and gives you extra support while you move. StormMove™ – protects against wind and rain and is breathable whatever the weather.
With the strong H&M Group goal to use %100 recycled or sustainably-sourced materials by 2030, H&M Move is almost at %85 today, starting with all polyester being %99 recycled and all cotton that is used in its collections either being organic, recycled or BCI-sourced. Furthermore, the brand 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.
Produced by bazaar Studios
Featuring Abdulaziz Saif Marzouk and Sara Al Homood
Photography: Sunil Raju
Location: Studio 33
Videography: Muneera AlKhulaifi
H&M Move is now available with collections for women, men and kids available in store and online on and the H&M App.
