H&M Move’s latest movewear collection is set to make its global debut on January 11. This launch marks the unveiling of an exclusive partnership with powerhouse musician RAYE, who’ll be sharing the spotlight with sports legend Zlatan Ibrahimović.
The new-season collection seamlessly bridges the worlds of sports and fashion through the power of music. RAYE’s partnership with H&M Move perfectly aligns with the brand’s mission, to get the whole world and everybody moving.
“When H&M Move reached out about this partnership, I felt excited, honored, and moved,” says RAYE. “I thought about how important movement has been in my life, and how everybody needs those endorphins and that physical confidence. It’s empowering to own the way you move.”
In the campaign, the star takes her pre-performance warm-up to the next level, working out and dancing to an instrumental version of her hit Escapism, all while dressed in the latest movewear. Boldly designed with body-enhancing cutlines and crafted from fabric with H&M Move’s moisture-wicking DryMove and extra-supportive ShapeMove technologies, the movewear is further elevated by a vibrant glam look aligned with RAYE’s renowned fashion aesthetics.
“I really believe that movement is for everyone,” she says. “Movement is medicine, the same way music is, and that’s what I do. I put my music on, get in a safe space, and just let myself be free and move. I’m delighted that H&M Move can inspire people around the globe in engaging ways through partnerships with world-leading artists like RAYE. Music is deeply connected with movement; however you move, and that comes through beautifully in this campaign,” says Henrik Kroon, newly appointed General Manager at H&M Move. —Vita Daily
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