Creative direction, cultural research, cultural strategy, working with the amazing crew at GentleForces on the launch of H&M’s first sportswear brand, H&M Move.

The launch campaign - that gets the whole world moving - starred actor, activist, and workout queen Jane Fonda, and choreographer extraordinaire, JaQuel Knight (Beyoncé, Megan Thee Stallion, Cardi B, Shakira).

Following on from the H&M Move launch I also worked with GF on H&M’s multibrand positioning.

“I really liked their philosophy of ‘movewear’ over ‘sportswear.’ To me, it’s not about sports or being the most athletic. It’s about giving your body the kind of movement it needs to stay healthy so it can take care of you.”

Jane Fonda

“Together, we’re creating a new precedent when it comes to sport and showing that there’s no subscription needed to move.”

JaQuel Knight