Fashion brand H&M has collaborated with renowned choreographer JaQuel Knight for the launch of its first-ever dance collection.
Knight is responsible for some of the most iconic dances and multiple Superbowl shows. His partnership with H&M Move is to promote diversity and equality within dance.
In his role as the brand's "mover", Knight invited a diverse range of dancers to hoof it to the rhythm of Dancing by Yemi Alade. In a circle, they performed various styles such as tap, contemporary ballet, breakdancing and vogueing.
A studio in London served as an impromptu dance floor for the shooting of the film, directed by Aidan Zamiri and the accompanying photographs by Ronan Gallagher.
"The dance floor is a safe space. Open to everybody. Whoever you are. Whatever your ability. It's about expressing yourself. However you move," said Knight. "If the world got up and all danced for five minutes a day, if we just took time out of our daily schedules to breath and dance it out, the world would truly be a different place."
Designed as stylish and functional, the H&M Move collection includes bold jacquards, unitards with cut-out details and tracksuits in rich burgundy and forest green.
Wearers are kept comfortably dry by the brand's exclusive material DryMove, whose moisture-wicking technology pulls sweat away from the skin.
Notable details within the women's pieces are the structured weaves and seamless attributes used to enhance the fit of the tanks, tights and unitards. The men's designs continue the theme of versatility, offering mix-and-match tracksuits with both trousers and shorts.
The first H&M Move collection is available in select stores and on th.hm.com.
