Last week the H&M Move collection and the movement-focused campaign launched worldwide. Its mission is to democratise sportswear and get everybody and every body moving. It is not about sports or being athletic but about moving in a way that keeps your body healthy and strong.
I am pretty sure other goals are involved as well, but I do not want to be too picky in a world where -according to WHO- four to five million deaths a year could be averted if the global population was more physically active. Every move counts, whether in 'sportswear' or 'movewear'.
And besides that, it is fun to see Jane Fonda doing her aerobics routines again, 40 years after the release of that culture-shifting workout VHS tape- one of the bestselling VHS of all times- that revolutionised at-home fitness.
However, I hope H&M Move will take this opportunity to develop the hashtag further than just a catchy # and a nice set of movewear.
Singapore, August 2022