Do you remember the tennis skirt which swept the screen during last year’s Met Gala. We are witnessing an unrelenting fashion revolution when sportswear makes its way from the court to catwalk. H&M Move 2025 Resort Collection uses $59 ruffled skirt tennis to ask us a question. “
In the latest H&M Move advert, model Devyn Garca wears a black-and-white tennis dress while standing in the stands at the Miami Open. This piece, which appears to be ordinary, has been the subject of social media discussions because of its bow design on the rear and the moisture-wicking fabric DryMoveTM.
Silicon Valley elites chose H&M Move’s high-necked sport vest with a bubbly skirt over traditional suits when Apple asked their employees to “dress appropriately”. According to a GQ survey, 73% believe that “looking formal” is less important than “dressing comfortably”.
H&M Move 2025 uses 100% recycled polyester and reduces the carbon footprint by 40%. The brand has also upgraded sportswear from “fast moving consumer goods” to “cultural icons” by cooperating and printing player signatures onto the packaging. The brand director said, “We don’t just sell clothes. We sell the lifestyle that you want to live.”
Customers can exchange their old sportswear at the H&M New York flagship for discounts on new items. This closed-loop model has allowed the brand to achieve an increase of 19% in repurchase rates in fiscal 2024. It also makes each item of clothing a storyteller – for example, the $19 white bow sun hat not only protects you from the sun but also conveys your fashion sense.
When sportswear becomes a battle suit, fashion no longer is about ‘how you look’, but rather ‘how you live’.
