H&M Move double down on skiwear after 2023’s test of the market

H&M Move, the Swedish fashion retail giant’s activewear offer, dipped its toe into the skiwear market last year and that appears to have paid off with the firm making a stronger commitment for AW24/5.

The company said its winter performance capsule saw “success” in 2023, and while H&M Move’s new ski collection “has maintained its multifunctional, stylish, and affordable credentials”, it has also “evolved”. 

The retailer is clearly aiming to rival higher-end brands as it’s now “incorporating new search-and-rescue technology into modern silhouettes [to] bring the range right into 2024”.

The collection launches in two drops on 31 October and 9 December and includes the adoption of RECCO reflector technology.

That’s the rescue tech that makes wearers searchable to professional rescue teams. It will be added to select garments and “makes this year’s offering more technical than ever. The partnership with RECCO means that advanced mountain safety is now more accessible than ever before,” we’re told.

It said it has once again collaborated with outdoor agency Grand Studio, “to ensure every detail of the collection meets the requirements of all mountain users”. 

This, combined with H&M Move’s independently tested trademarked performance fabrics – the windproof, waterproof, and breathable StormMove and the heat-retaining ThermoMove – “means, once again, this range puts functionality on a par with style”.

It added that despite all the technical improvements, the line “has maintained H&M Move’s affordability, making functional activewear more accessible without compromising quality”.

As mentioned, the range for women, men, and juniors will be split across two drops, and will offer a complete layering system featuring jackets and snow pants, 2-layer and 3-layer shell jackets, fitted ski trousers, non-quilted puffer jackets, modern one-pieces, and 100% Merino base layers.