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

The idea was simple: move away from sport as performance and make movement feel open to everyone.

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

Following 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