THE COLLABORATION For the launch of the new SoftMove™ dance collection, H&M Move invited Stockholm-based choreographer and creative Matilda Fleberg to bring the pieces to life. Through a captivating series of movement-led social media videos, Fleberg portrays the unique beauty and expression of the modern dancer, highlighting women handpicked from her own community.
“To me, dance is joy, healthy discipline, and uplifting community — with inspiring fashion as part of that expression. The softness, femininity, and playfulness of this collection, moving with you like a second skin, beautifully mirrors the confidence awakened through dance,”
says choreographer and creative Matilda Fleberg.
THE COLLECTION
Inspired by the elegance and fluidity of dance, the new autumn arrivals allow for a full range of motion as you reach, bend, and flow. Cut for precision and crafted in buttery SoftMove™ fabric, the feminine, figure-hugging studio pieces embody the essence of comfort.
“This collection breathes softness, but with an edge. The power lies in the contrasts, as oversized joggers and fitted wrap cardigans are styled with training essentials — capturing the effortlessly chic spirit of dance,”
says Marie Fredros, H&M Move’s Head of Design.
The new SoftMove™ styles include gently supportive bras with delicate straps, regular and flared leggings that flow with you, as well as contour-tracing tops and a zip jacket for easy cover-up. These are matched with flattering wrap cardigans, generously cut joggers, and long-sleeve tops with a graceful off-shoulder design.
A captivating lilac hue leads the colour palette, balanced by timeless black, dark mauve, pale pink, and off-white.
The collection lands in selected H&M stores and online 9 October 2025.
ABOUT MATILDA FLEBERG
Matilda Fleberg is a Swedish choreographer, dancer, and coach whose international work spans stage, screen, and global campaigns. Her movement language blends individuality with synchronicity, emotion with precision.
She is the founder of Fleberg Studios in Stockholm, where her “dance is medicine” practice is inspiring a growing global community.
ABOUT H&M MOVE
H&M Move is a movement brand. We celebrate movement and invite the world to move. We provide fashionable, functional activewear — accessible for everybody. Visit hm.com/move or follow @hm_move for more inspiration.