Raye • H&M Move January 2024

Finally, a drop that moves the needle! Enter, Raye, star of the new advertising campaign for H&M Move’s movewear release of 11 January 2024. “I am very very grateful to H&M Move and the entire lovely team for having me, for giving me a comfortable space to embrace my natural shape and making me feel so special in the process,” said Raye in an Instagram post today. The January drop takes inspiration from high-intensity interval training juxtaposing sport and fashion and includes stylish workout sets with body-enhancing cutlines as well as luxury athleisure pieces in bold, oversize silhouettes. Joining Raye for this campaign of course is legendary Swedish footballer Zlatan Ibrahimović. “I really believe that movement is for everyone. It’s about your unique journey and how you move forward in life, both mentally and physically. Being confident in who you are and in your own skin takes time, but through movement it's possible,” says Raye. Consider the needle moved.

Credits include: Client, H&M; Campaign, Move January 2024.