H&M launches Movewear Collection with Campaign featuring RAYE and Zlatan Ibrahimovic

H&M movewear collection

Swedish fashion giant H&M has unveiled its latest movewear collection with a showstopping campaign featuring British singer-songwriter RAYE and football legend Zlatan Ibrahimovic.

Effortlessly bridging the gap between sport and fashion, the cutting-edge collection was inspired by HIIT training and is expertly engineered using the latest technologies. It includes versatile performance pieces and stylish workout sets with body-enhancing cutlines as well as luxe athleisure wear in bold oversized silhouettes. All of the pieces have been crafted with fabrics featuring H&M Move’s sweat-wicking DryMove and extra-supportive ShapeMove functionalities.

‘I really believe that movement is for everyone. It’s about your unique journey and how you move forward in life, both mentally and physically. Being confident in who you are and in your own skin takes time, but through movement it’s possible,’ said RAYE.

‘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,’ said Zlatan Ibrahimovic.

‘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 Ibrahimovic, showing that however you move, we always keep moving,’ said H&M Move’s newly appointed General Manager Henrik Kroon.

To celebrate the release of the new collection and campaign, H&M Move hosted a live performance by RAYE in London on 24 January. The award-winning artist entertained a select number of specially invited guests with some of her chart-topping tracks in an intimate setting.

The H&M movewear collection is available now in-store and at hm.com/move. Check out the campaign images here.

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