Notable details within the women’s collection are the structured weaves and seamless construction used to enhance the fit of the tanks, tights and unitards. The men’s collection continues the theme of versatility, offering mix and match tracksuits with both trousers and shorts. The brand’s exclusive material DryMove features across the collection and uses moisture wicking technology.

The launch sees the brand come together with well known choreographer JaQuel Knight to “showcase the collection and open the dancefloor to every body”. The company said the collaboration “continues Knight’s ongoing role as ‘Mover’ for the brand, which began with the launch in August”. 

Knight has been responsible multiple Superbowl shows and also has a long list of mega-star clients. But the retailer said that “his mission, in partnership with H&M Move, is to promote diversity and equality within dance”.

He said: “The dancefloor is a safe space. Open to every body. Whoever you are. Whatever your ability. It’s about expressing yourself. However you move. 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”. 

And H&M added: “To inspire people to dance and celebrate the vast variety of movement possible in the collection, H&M Move teamed up with JaQuel Knight to open the dancefloor in a studio in London. Knight invited a diverse range of dancers, who’s moves he admired, to dance together on an impromptu dancefloor, sound-tracked by the riotously rhythmic ‘Dancina’ by Yemi Alade. In a circle, alive with electric energy and led by Knight, a cacophony of dance styles seamlessly collided — individual takes on tap, contemporary ballet, breakdancing and vogueing. Captured by director, Aidan Zamiri and the accompanying photography by Ronan Gallagher every dance style was celebrated, every quirk and individuality promoted.”