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H&M launches cutting-edge movewear collection

Swedish apparel giant Hennes & Mauritz (H&M) is set to redefine the intersection of sports and fashion with its cutting-edge movewear collection, H&M Move launching on January 11. The collection, inspired by High-Intensity Interval Training (HIIT), brings together the dynamic forces of sports and fashion through meticulously crafted pieces featuring H&M Move’s advanced technologies, the brand announced in a release on Wednesday.

Powerhouse musician RAYE and football legend Zlatan Ibrahimović will be the faces of the new-season drop, embodying the brand’s commitment to pushing movewear to the next level. The collection includes stylish workout sets with body-enhancing cutlines and luxe athleisure wear in bold oversized silhouettes, all featuring H&M Move’s sweat-wicking DryMoveTM and extra-supportive ShapeMoveTM functionalities.

RAYE & Zlatan front H&M Move's latest Movewear collectionBritish singer-songwriter RAYE, who has partnered with H&M Move for the collection launch, is featured in the campaign alongside her best friends and dancers. The campaign showcases RAYE working out and dancing to an instrumental version of her hit ‘Escapism,’ emphasizing the brand’s belief that movement is for everyone.

Zlatan Ibrahimović, a renowned striker and Brand Mover for H&M Move since 2022, shares the spotlight with RAYE in the campaign. Ibrahimović expresses his enthusiasm for the collaboration, stating, “Movement is in my DNA, and I’ll never stop pushing forward. H&M Move is the same, and with this collection, they’re really taking movewear to the next level. Shooting the campaign together with RAYE was a lot of fun, and I think it turned out great.”

To celebrate the collection’s launch, H&M Move will host a live performance by RAYE in London on January 24. The intimate event will feature the award-winning artist entertaining a select number of specially invited guests with chart-topping tracks.

Henrik Kroon, the newly appointed General Manager at H&M Move, comments on the campaign, stating, “With this campaign we are truly pleased to once again bring together the worlds of sports and fashion, with the help of music superstar RAYE and sports legend Zlatan Ibrahimović, showing that however you move, we always keep moving.”

The new movewear collection will be available in-store and online at starting January 11. H&M Move is a movement brand that celebrates and invites the world to move in fashionable and functional movewear, accessible for everybody in a more sustainable way.

Founded in Sweden in 1947, the global fashion brand H&M’s business idea is to offer fashion and quality at the best price in a sustainable way. It is also available online through its website, app, and e-commerce platform Myntra. Its pricing for ladies, divided and kids start from Rs 299 and Rs 399 for men.

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