TCF POST Desk
H&M MOVE is pushing its skiwear in a more fashion-led direction this winter, pairing sharp, tailored silhouettes with technical performance. The collection launches globally in selected stores and at hm.com on 2 November.
Danish photographer and filmmaker Casper Sejersen shot the campaign in the Alps, aiming to challenge the usual visual language of outdoor imagery. Rather than letting the landscape dominate, he treated the location almost as a studio, using horizon lines, natural textures and carefully constructed frames to build a distinct visual world.
“I have always thought that performance is very stylish,” Sejersen said. “Performance and style go hand in hand.”
The range translates tailoring's proportions and precision into technical wear. Key pieces include a suit-inspired ski jacket, fitted flared trousers, sculptural barrel-leg pants, and relaxed snowboard jackets and trousers. The palette of black, alpine white, muted purple and espresso brown is softened with faux fur, plush fleece and wool-blend knits. Goggles, sunglasses, balaclavas and other accessories complete the line.
Marie Fredros, head of design at H&M MOVE, said the brand wanted to explore “what happens when the precision of tailoring meets the demands of the mountain.” She added that while the silhouettes are more sculpted, every design decision still starts with movement, protection and comfort.
Developed with outdoor specialists Grand Studio, the collection uses waterproof and windproof StormMove™, insulating ThermoMove™ and built-in RECCO® reflector technology.
