H&M latest edit, campaign, takes in activewear, beauty and home

By

Sandra Halliday

Published
January 3, 2025

January is a major month for launching activewear collections and edits as consumers aim to shake off festive season weight gain. And H&M has recognised this with a new Good Move edit. But it’s also one that’s more ‘joined up’ than many, incorporating the retail giant’s beauty and interiors offer too.

H&M Move, together with H&M Beauty and H&M Home has launched “the Wellness Edit created to capture all senses”. 

The company said the “tools and products selected for this collection help you embrace daily moments of self-care”. They include as a key focus H&M Move’s new Yoga leggings in SoftMove made with Lycra Sports fabric. They’re said to “combine softness and functionality to offer unparalleled freedom, fitting you like a second skin”. 

The wider Wellness Edit invites consumers “to invest in yourself by focusing on the small habits that build a lasting routine and lay the foundation for genuine wellbeing. Slow down. Light a scented candle. Take a deep breath and feel the calmness that surrounds you as you connect within”.  

The edit “enables everyday self-indulgence — wherever you are” and the accompanying campaign features a full SoftMove look in tones of off-white, grounding neutrals, and buttery yellow, designed for “low-intensity activities” that as well as yoga include pilates or meditation. 

New activewear pieces include sports bras flared bottoms and biker shorts, a padded jacket, crew sweaters, and a hoodie.

Supporting this, the company is pushing H&M Beauty face tools like jade rollers and rose quartz gua sha. Meanwhile for H&M Home, it’s all about “plush, embossed cotton towels, matching robes and bathmats that combine function with indulgence”, as well as sleek wooden trays, scented diffusers and candles.

The edit is a big feature in-store as of this week.