H&M launches New Activewear Line with Global Campaign starring Jane Fonda

Swedish fashion giant H&M has launched its first-ever unisex sportswear line with a campaign starring none other than Jane Fonda.

The Academy Award-winning actor, activist, and fitness icon, is featured alongside acclaimed choreographer JaQuel Knight known for choreographing some of the most iconic dances for Beyonce, Cardi B and multiple Superbowl shows. The campaign sees Jane who revolutionized at-home fitness with Workout videos 40 years ago, once again take up her role as a workout instructor and invite the world to move.

The new Activewear Line which H&M refers to as 'Movewear' comprises of collections for women, men, and kids. Featuring leggings, sports bras, sports shorts, muscle tees, track jackets and tote bags, the line is made from 85 percent recycled materials. Four exclusive materials StormMove, DryMove ShapeMove and StormMove keeps away moisture and provide all-day comfort through rain, sweat and wind.


'H&M Move is a movement brand. We're here to celebrate movement and invite the world to move. Removing barriers to sport is very much at the heart of our purpose, starting with democratizing sports apparel. We provide a wide range of movewear across several categories that are stylish, functional, and incredible value for our customers. Combined with our passion to get everybody and every body moving, together with our Movers Jane Fonda and JaQuel Knight, we are truly inspired for the journey ahead of us,' said Simon Brown, General Manager H&M MOVE in a press release.


'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, 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,' added Jane Fonda.


'Collaborating with H&M Move felt like a great opportunity to further my personal mission to break down the barriers to movement and get the world moving and dancing. Together, we're creating a new precedent when it comes to sport and showing that there's no subscription needed to move,' said JaQuel Knight.


The H&M Move collection is available now online and in 2500 H&M stores worldwide. Meanwhile check out the inspiring campaign images here.

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