H&M Move launched Wellness Edition with new SculptMove fabric

H&M Move´s Wellness Edition drew inspiration from hot Pilates studios, infrared saunas, cold plunges and post-workout recovery routines. At its core was SculptMove, H&M Move’s latest fabric innovation designed to sculpt, enhance and smooth the body while providing support and comfort across different movement patterns.

“This collection is about glowing from the inside out, facing the future with purpose and power, and feeling excited,” said Marie Fredros, Head of Design at H&M Move. “We wanted to channel all the energy, anticipation and transformation that comes with starting a new year into pieces that will make you feel and look like the best version of yourself.”

The collection featured defined silhouettes influenced by 1990s minimalism. Key pieces included flared and classic leggings with a curve-enhancing deep-V back cut, a cropped long-sleeve top with square neckline, a clean zip-up jacket, hotpants with scrunch detail, and new playsuits, tanks and sports bras with delicate yet supportive back strap designs. All core pieces were crafted from SculptMove fabric and available in a curated palette of ink black, ivory white, soft sand and pomegranate red.

Accessories and beauty products complete the offering

H&M Move designed the Wellness Edition as a complete wellness ecosystem extending beyond workout apparel. The collection included coordinated accessories supporting daily rituals: hand and wrist weights matching the soft sand tone of the workout sets, a matte-translucent tote bag, and a non-slip mat towel for hot Pilates stability.

Additional offerings included a one-piece swimsuit with fine straps suitable for cold plunges and sauna sessions, water and sweat-resistant jewelry that transitions from studio to street, and beauty products from H&M Beauty including a face roller, gua sha facial tool, and a selection of eau de parfums.

The $257bn athleisure market blurs fashion and fitness boundaries

The H&M Move launch reflected a broader industry shift where the boundaries between athletic performance wear and everyday fashion continue to blur. The global athleisure market is projected to reach $257.1 billion (€218bn) by 2026, according to Allied Market Research, with premium athleisure growing at the fastest rate of 10.5 percent annually through 2030.

Weekly athleisure wearers are primarily Millennials (39 percent) and Gen X (33 percent), driven by their emphasis on versatile pieces that transition from workouts to social settings. These consumers are 23 percent more likely to purchase new tech products and 21 percent more likely to buy products for the community built around them, signaling that activewear purchases increasingly reflect lifestyle identity rather than purely functional needs.

NikeSKIMS and luxury brands intensify competition

H&M Move’s strategic positioning came as competition in the activewear space intensified. Nike launched NikeSKIMS in September 2025, a joint venture with Kim Kardashian’s shapewear brand combining Nike’s sports science expertise with Skims’ body-conscious styling. The collaboration, featuring 58 items that can be mixed into over 10,000 looks, targeted female consumers with prices ranging from $38 to $148 (€32 to €126).

Tory Burch’s spring 2025 collection elevated athleisure with sequined bodysuits, football jersey dresses and suede judo pants, transforming sportswear into luxury fashion. “I love the idea of thinking of sport in a luxurious way,” Burch said, noting that the pandemic permanently changed how consumers approach athletic-inspired dressing.

Meanwhile, Lululemon faced pressure from challenger brands despite its category leadership position. The company’s Americas comparable sales declined 2 percent in its most recent quarter, while brands like Vuori and Alo Yoga captured market share by emphasizing women-focused design and lifestyle positioning.

The NikeSKIMS partnership was particularly significant for Skims, valued at $4 billion (€3.4bn), bringing growth opportunities as the brand considers an initial public offering. For Nike, the collaboration represented a strategic push to reclaim market share in women’s activewear after struggling with weak sales in its lifestyle segment and declining digital revenues.

Five trends reshaping activewear in 2026

Industry analysis identifies several key trends defining activewear in 2026:

Elevated athleisure – Moving beyond casual basics to incorporate tailored fits, premium fabrics and sophisticated styling suitable for multiple settings. Fashion editors note that track jackets paired with heels and mini skirts represent the new approach to blending athletic and evening wear.

Body-conscious innovation – Advanced fabrics like H&M’s SculptMove and Nike’s compression technologies prioritize both performance and flattering fit, responding to consumer demand for confidence-boosting designs.

Minimalist aesthetics – Neutral color palettes and clean silhouettes dominate, with brands emphasizing versatility and timeless appeal over trend-driven patterns. The “quiet luxury” movement particularly influences Asian markets, where consumers prioritize logo-free, investment-worthy pieces.

Sustainability integration – Eco-friendly materials and circular design principles increasingly influence activewear development, though cost pressures and technical limitations continue to challenge widespread adoption.

Tech-enabled customization – Smart fabrics with moisture-wicking, temperature regulation and compression features become standard, while AI-driven personalization and data-informed design reshape product development processes.

H&M Move targets wellness segment with accessible pricing

H&M Move’s Wellness Edition positioned the retailer to capture share in the fast-growing wellness and recovery segment. The collection’s accessible price point democratized premium activewear features typically available only at luxury price points, potentially pressuring mid-market competitors.

The timing also aligned with New Year wellness goal-setting, when consumer interest in fitness products traditionally peaks. By framing the collection around holistic wellness rituals rather than purely athletic performance, H&M Move targeted the lifestyle consumer segment driving athleisure growth.

However, the retailer faced intensifying competition from both established athletic brands expanding into fashion-forward design and luxury fashion houses entering the activewear space. Success will depend on H&M Move’s ability to maintain design relevance and fabric innovation while leveraging its global retail footprint and competitive pricing.