As part of its mission to democratize movement, H&M is inviting ‘every body’ to its color therapy-inspired Move Studio. The special in-store retail experience honors H&M’s latest athleticwear line, “Empower Collection.”
H&M has transformed its Williamsburg, Brooklyn store location into a fitness-inspired space, celebrating its athleticwear brand, H&M Move.
The multinational clothing company has devoted its Williamsburg location to a year-long series of immersive retail experiences, with its Move Studio marking “Chapter 2” of its journey.
The brand says its latest H&M Move collection features fashionable yet practical movewear that can be worn anywhere from the fitness studio to the streets of Brooklyn.
H&M debuted its entrance into activewear last year with at-home fitness maven Jane Fonda, who starred in H&M’s Move campaign.
“I like their philosophy of movewear over sportswear because it’s not about sports or being athletic,” Fonda told Vogue last summer. “It’s about moving in a way that keeps your body healthy and strong.”
The Sweden-based retailer is now inviting Williamsburg shoppers to get moving in its color therapy-inspired Move Fitness Studio. The experimental retail concept features chromotherapy lighting to promote a sense of calm while elevating physical and mental strength.
The studio will be open through February 22 at 92 N. 6th Street in Brooklyn, NY.
H&M collaborated with local Brooklyn fitness studios like Good Move, Grind House, Modo Yoga NYC, and YO BK to provide fun and unique fitness opportunities in the Move Studio. Visitors can choose from daily workouts like yoga, pilates, HIIT, and dance, with H&M loyalty members able to enjoy one free class per day.
“H&M Move aims to democratize movement, making it fun, inclusive, and stylish; exactly what the latest chapter of H&M Williamsburg is all about,” says Linda Li, Head of Customer Activation & Marketing for H&M Americas. “We’re inviting Every Body to come together to celebrate movement at H&M Williamsburg with a playful and unexpected experience in our new neighborhood.”
Visitors to the Move Studio can also explore H&M’s Move line, “Empower Collection.” The latest fashion offering features apparel and accessories for women, men, and kids, designed to meet functional needs with DryMove fabric for comfort and ShapeMove for support.
Interested fitness enthusiasts can book a session at H&M’s Move Studio in Williamsburg here. Space is limited and is first come, first serve.
Courtney Rehfeldt has worked in the broadcasting media industry since 2007 and has freelanced since 2012. Her work has been featured in Age of Awareness, Times Beacon Record, The New York Times, and she has an upcoming piece in Slate. She studied yoga & meditation under Beryl Bender Birch at The Hard & The Soft Yoga Institute. She enjoys hiking, being outdoors, and is an avid reader. Courtney has a BA in Media & Communications studies.