RAYE bridges the gap between movement and music in H&M Move campaign

H&M Move is known for tapping sports legends to front their campaigns, however, this time the retailer enlists singer-songwriter RAYE to take centre stage.

After releasing her debut studio album as an independent artist, ‘My 21st Century Blues’ in 2023, RAYE is climbing the music Hall of Fame, boasting seven top 20 singles, 33 million monthly listeners on Spotify and countless Brit Award nominations.

Launching 11 January, RAYE has joined forces with H&M Move to introduce the new-season collection, seamlessly "bridging the worlds of sports and fashion through the power of music".

She joins fellow ambassador, world-renowned Swedish football player Zlatan Ibrahimović, who released a curated collection for H&M Move in November 2023.

RAYE commented: "When H&M Move reached out about this partnership, I felt excited, honoured, and moved. I thought about how important movement has been in my life, and how everybody needs those endorphins and that physical confidence. It’s empowering to own the way you move.

"I believe that movement is for everyone. Movement is medicine, the same way music is, and that's what I do. I put my music on, get in a safe space, and just let myself be free and move."

In the campaign, the star is seen warming up for her performance dressed in the latest movewear. Each piece is designed with body-enhancing cutlines and crafted from fabric with moisture-wicking DryMoveTM and extra-supportive ShapeMoveTM technologies.

Henrik Kroon, newly appointed General Manager at H&M Move, said: "I’m delighted that H&M Move can inspire people around the globe in engaging ways through partnerships with world-leading artists like RAYE. Music is deeply connected with movement; however you move, and that comes through beautifully in this campaign."