Irina Shayk fronts latest H&M Move capsule featuring SoftMove tech

By

Sandra Halliday

Published
Jul 28, 2024

H&M has launched a new summer capsule for its popular Move activewear range, linking up with Irina Shayk for the campaign.

The company said the collection blends sport with fashion and is “tailored for the stylish and active Parisian lifestyle”. Clearly, it’s timed to coincide with the influx of visitors to Paris given the start of the Olympics. As such, as well as being available via its webstore it’s also in a key store (more of that later).

“From yoga sessions in Jardin du Luxembourg to beach volleyball matches near the Eiffel Tower and fashion strolls through Le Marais, H&M Move’s collection ensures you stay chic and comfortable,” the company said, ramming home the Paris connections.

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The collection features black SoftMove leggings for “ultimate comfort, including lightweight biker shorts, chic capris, and full-length leggings". The SoftMove tech gives the pieces “a soft, brushed finish, seamless waistbands, and a second skin feel”.

The capsule also includes "functional yet chic” items like the ’kettle bottle,’ an inflatable fashion tote; the oversized StormMove red parka; a rhinestone bracelet that doubles as a wrist weight; DryMove running gloves; and a range of tops, bras, sunglasses, and slogan tees. 

And the inclusion of Shayk in the campaign “highlights the fusion of fashion and sport,” we’re told.

As for that store launch, with Paris the theme, H&M said it’s welcoming visitors to the H&M Lafayette store in the city to discover “captivating and sensory installations featuring… SoftMove”. 

These installations "showcase the material’s softness and technical innovations” and are exclusive to the location with the capsule not available in any other physical store.