H&M Move’s first-ever Dance Collection will be available in 2400 stores worldwide and on hm.com/move on October 6th as they continue to invite the whole world and everybody to move – equipping Movers with stylish and functional movewear. The launch sees the brand come together with renowned choreographer JaQuel Knight to showcase the collection and open the dance floor to everybody. The collaboration continues Knight’s ongoing role as ‘Mover’ for the brand, which began with the launch in August.
JaQuel Knight is responsible for some of the most iconic dances of our time and multiple Superbowl shows. He may have a long list of mega-star clients, but his mission, in partnership with H&M Move, is to promote diversity and equality within dance.
“The dance floor is a safe space. Open to everybody. Whoever you are. Whatever your ability. It’s about expressing yourself. However, you move. If the world got up and all danced for five minutes a day, if we just took time out of our daily schedules to breathe and dance it out, the world would truly be a different place”.
– JaQuel Knight, Choreographer and Mover
To inspire people to dance and celebrate the vast variety of movement possible in the collection, H&M Move teamed up with JaQuel Knight to open the dancefloor in a studio in London. Knight invited a diverse range of dancers, who’s moves he admired, to dance together on an impromptu dancefloor, sound-tracked by the riotously rhythmic ‘Dancina’ by Yemi Alade. In a circle, alive with electric energy and led by Knight, a cacophony of dance styles seamlessly collided – individual takes on tap, contemporary ballet, breakdancing and vogueing. Captured by director, Aidan Zamiri and the accompanying photography by Ronan Gallagher every dance style was celebrated, every quirk and individuality promoted.
We strongly believe in the power, the beauty and the benefits of dance as a form of movement. With this dance collection we want to empower people when they dance, but also make them feel great because of their style and fit. It has been so much fun to see the dance floor come alive with JaQuel Knight’s energy and drive to get everybody moving.”
Simon Brown, General Manager H&M Move
The collection, which includes dancefloor-ready movewear women, features bold jacquards, unitards with cut-out details and timeless tracksuits in rich burgundy and forest green. Notable details within the women’s collection are the structured weaves and seamless attributes; used to enhance the fit of the tanks, tights and unitards. The brand’s exclusive made-for-moving material DryMove features across the Dance Collection and uses moisture wicking technology to pull sweat away from skin, keeping Movers comfortably dry.
Knight discusses his role in the launch and what the collection means to him.
You’ve worked with some of the biggest names in the game. What’s the secret to your success?
The heart of what I do is all about self-expression, regardless of the level – professional, superstar, or just getting started. They say I’m the guy behind some of the biggest moves of the decade. But, for me, dance should always feel accessible. It’s about allowing [whoever I’m working with] to find freedom and movement in dance that connects and resonates with the rest of the world.
What would you say to anybody who feels nervous to get on the dance floor?
We get so scared when we hear the word ‘dance’ but we dance in our daily tasks – going to get some food out the fridge, going to warm the food up, going to eat the food… we’re always moving and dancing. Dance should be fun. We should all be able to feel that joy within movement. There’s no judgement on the dance floor. It’s a judgement free zone!
What makes dancing so special to you?
The feeling when everybody gets on the dancefloor is magical. It’s something that has no explanation. It’s like living in the perfect time, at the perfect moment, in that place. It’s only a one-time thing and it’s something I go after every time I get friends, colleagues or family on the dancefloor. Magic is always bound to happen. Without dancing there would be no magic. And there’s a lot of magic to make.
What made you decide to team up with H&M Move?
For me, movement had always been something that should feel inclusive. Something that everyone should be a part of, regardless of where you are, how you feel, your age, your gender. H&M Move and myself, we share similar goals. We wanna get the world up and moving: inspire everybody, regardless of where you’re at, how you feel, what’s going on. We can all get up and move a little bit.
How would you describe H&M Move’s dance collection?
The great thing about the collection is that it gives you the freedom to be able to move, wherever, however, whenever you want. And to feel good and to feel motivated to move. It’s something to look good in and get down whenever you want to. It’s truly important to be able to let yourself move freely. Your style dictates that.
Final thoughts?
For me, if the world got up and all danced for five minutes a day, if we just took time out of our daily schedules to breathe and dance it out, the world would truly be a different place.
The first H&M Move Dance Collection launches on October 6th available in selected stores and online.
