Today H&M revealed their new H&M Move collection with a mission to “democratize sportswear”. The global campaign features activist and award-winning actor Jane Fonda and acclaimed choreographer JaQuel Knight, who H&M has introduced as the “Movers” to help get everyone (the entire world) moving.
“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,” said Fonda. “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.” We wholeheartedly agree.
The H&M Move collection launches with a global workout campaign that will be led by Fonda and choreographed by Knight, who’s best known for choreographing epic SuperBowl shows. “Together, we’re creating a new precedent when it comes to sport and showing that there’s no subscription needed to move,” says Knight.
Seeing Fonda (who is closer to 90 than 75!) shine in this campaign is refreshing, positive, and incredibly motivating. We don’t shrivel up and disappear after 50! More older women doing everything please.
Because we know you love some fun nostalgia, here’s a look at one of the original Jane Fonda workout vids. We can’t wait to see the moves that transpire when she works with Knight.
H&M Move launches on August 4th with collections for women, men and kids available in 2500 stores worldwide and on hm.com/move.