Agency for the Campaign: AKQA LONDON
Creative Lead: GEORGINA KIM
Art Direction for the event: Lígia Teixeira
H&M Move teamed up with pop icon RAYE to blur the lines between fashion and sport.
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.
For the ShapeMove capsule collection, RAYE improvised a choreography on her own. She freely moves across a vast open space to the beat of her song Escapism, and becomes the embodiment of the brand statement: However You Move.
Alongside RAYE is long-standing brand ambassador Zlatan Ibrahimovic. While showcasing the breadth and versatility of the collection, he also proves that style goes hand in hand with confidencewing the breadth and versatility of the collection, he also proves that style goes hand in hand with moving confidently.
