H&M launches first dance collection under Move banner

By

Sandra Halliday

Published
Oct 7, 2022

​With performance activewear and athleisure still riding high, more mainstream retailers are moving into areas once the preserve of sport specialists. And they’re becoming more niche as they do so, focusing on specific activities rather than general ones.

Now H&M has extended its two-month-old Move line with its first-ever Dance Collection that has just launched in 2,400 stores worldwide and online.

The collection includes men’s and women’s pieces in bold jacquards, unitards with cutout details and “timeless” tracksuits in rich burgundy and forest green. 

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Notable details within the women’s collection are the structured weaves and seamless construction used to enhance the fit of the tanks, tights and unitards. The men’s collection continues the theme of versatility, offering mix and match tracksuits with both trousers and shorts. The brand’s exclusive material DryMove features across the collection and uses moisture wicking technology.

The launch sees the brand come together with well known choreographer JaQuel Knight to “showcase the collection and open the dancefloor to every body”. The company said the collaboration “continues Knight's ongoing role as ‘Mover’ for the brand, which began with the launch in August". 

Knight has been responsible multiple Superbowl shows and also has a long list of mega-star clients. But the retailer said that “his mission, in partnership with H&M Move, is to promote diversity and equality within dance”.

He said: “The dancefloor is a safe space. Open to every body. Whoever you are. Whatever your ability. It’s about expressing yourself. However you move. If the world got up and all danced for five minutes a day, if we just took time out of our daily schedules to breath and dance it out, the world would truly be a different place”. 

And H&M added: “To inspire people to dance and celebrate the vast variety of movement possible in the collection, H&M Move teamed up with JaQuel Knight to open the dancefloor in a studio in London. Knight invited a diverse range of dancers, who’s moves he admired, to dance together on an impromptu dancefloor, sound-tracked by the riotously rhythmic ‘Dancina’ by Yemi Alade. In a circle, alive with electric energy and led by Knight, a cacophony of dance styles seamlessly collided — individual takes on tap, contemporary ballet, breakdancing and vogueing. Captured by director, Aidan Zamiri and the accompanying photography by Ronan Gallagher every dance style was celebrated, every quirk and individuality promoted.”