Raye fronts launch of latest H&M Move collection

By

Sandra Halliday

Published
Jan 5, 2024

The latest Movewear offer from the H&M Move activewear label debuts on 11 January and fronting the accompanying campaign is British singer-songwriter Raye, who shares the spotlight with existing Move ambassador Zlatan Ibrahimović.

Her signing is a big deal for the brand and to celebrate the new collection and campaign collab, the company has invited “a select number of guests to attend a live performance by Raye in London on 24 January”.

Raye has emerged as a powerful name on the music scene with seven top 20 singles, 33 million monthly listeners on Spotify, an Ivor Novello Award, multiple Brit Award nominations and also a track record of writing for the industry’s biggest names. Her first studio album as an independent artist came out around a year ago and featured a chart-topping single.

Ads

So H&M has clearly picked someone who’s going to attract some attention to its latest collection.

The company said: “Seamlessly bridging the worlds of sports and fashion through the power of music, her partnership with H&M Move perfectly aligns with the brand’s mission, to get the whole world and everybody moving.”

And Raye added: “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.” 

The campaign sees her taking pre-performance warm-up “to the next level”, working out and dancing to an instrumental version of her hit ‘Escapism’, while dressed in the latest Movewear. 

Made from fabric with H&M Move’s moisture-wicking DryMove and extra-supportive ShapeMove tech, the company said the offer is “further elevated by a vibrant glam look aligned with Raye’s renowned fashion aesthetics.”