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Zlatan Ibrahimović and Jane Fonda star in H&M Move campaign for new ‘Empower Collection’

Tom Bottomley
16 January 2023

Swedish footballer and AC Milan striker Zlatan Ibrahimović and American actress and keep fit fanatic Jane Fonda star in a new film campaign for H&M Move’s ‘Empower Collection’ launch.

The new campaign also features Afghan-Danish professional footballer and doctor Nadia Nadim, and American dancer and choreographer JaQuel Knight, who has worked many times on dance routines with Beyoncé.

The ‘Global Brand Movers’ show off a variety of seamless products for men and women, including T-shirts, jumpsuits, tights and bras “to give extra support and comfort”, made with DryMove, a material that pulls moisture away from the skin to keep movers dry and comfortable.

Ibrahimović, who became the first ambassador for H&M Move in October 2022, said: “When it comes to being active, we should focus on finding what we like. And, if you can explore some new moves, that’s good because you have tried something new. It’s all about having fun. If I can make people move, I’ve been successful.”

Simon Brown, General Manager of H&M Move, commented: “Bringing all four Brand Movers together for this campaign feels very special. We all share the same mission to get the whole world and everybody moving. Showing our Brand Movers having fun in our new Empower Collection we hope will inspire others to join us in starting the new year trying new ways to move.”

The launch is celebrated with a joyful film where the four H&M Move ‘Brand Movers’ are joined by pro-cyclists, volleyballers and more, all “trying new ways of moving” in the new year.

H&M Move campaign

Zlatan Ibrahimović, now 41, is Sweden’s all-time leading goal scorer and impressively still leads the front line for AC Milan in Italy’s top football division, Serie A. The talented and imposing 6ft 5” striker also has a passion for taekwondo, and H&M describe him as the “ultimate multimover”.

The Empower Collection is now available in 2,400 H&M stores worldwide, as well as on the retailer’s website.

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