H&M Williamsburg Pivots To Chapter 2, A Tactile Playground For All

H&M is on a mission to get people moving. Moving around, that is.

H&M Williamsburg, a new store experience for the fast fashion brand in Brooklyn’s trendy neighborhood, opened in November, playing host to exclusive programming and brand moments in a space designed to evolve throughout 2023.

When the space opened in November, it featured a thoughtfully-curated selection of the brand’s most fashion-forward styles. Now it’s morphed into its second incarnation, Move Studio, a showplace for its Move stylish and functional athletic wear, accessible to everybody, in a more sustainable way.

H&M Move, a new sports brand, re-launched in August with the lofty goal of nothing less that getting the whole world moving. For men, the collection includes around 30 pieces, such as shorts, tights, T-shirts, jackets, vests and accessories. The women’s collection is comprised of about 30 pieces, from tights, bras and track pants to running T-shirts, sweaters, jackets and accessories.

H&M, like other fast fashion brands, has come under scrutiny and has been criticized for its impact on the environment. The fast fashion model is designed to churn out hundreds of thousands of styles rapidly. Low prices encourage consumers to treat the garments as throw-aways or one-wear only, which ends up in landfills. That’s why H&M said it’s making the Move collection available in a more sustainable way.

H&M Williamsburg is scheduled to have a 12-month tenure, with a new chapter unveiled every 4 to 12 weeks, including updated fashion, visuals, experiential events and a crop of celebrated, local neighborhood partners.

The store has been transformed into a vibrant space featuring a kinetic, tactile playground showcasing the new H&M Move collection, celebrating the different ways people move by bringing together and inspiring every guest to move in unexpected and playful ways, the retailer said.

At the heart of the store is Move Studio, an experimental space that blurs the lines between retail and a typical athletic studio. Move is outfitted with chromotherapy lighting to evoke a soothing sensation. The studio’s New Age-y bent also transfers mental energy to the physical body resulting in elevated physical and mental strength, H&M said.

Inside Move Studio, classes are offered daily through February 22 at 92 N. 6th Street in Brooklyn, New York. The studio brings together Brooklyn-based community partners aligned with H&M Move values, encouraging movement one and all with classes, including:

Good Move dance, which is designed to take the intimidation out of dance and fitness and help foster find joy, freedom, empowerment and community through physical expression.

Grind House, one of the premier fitness facilities in New York City, Grind House ofers a unique atmosphere in an environment designed to challenge set ways and to push or be pushed to move around.

Modo Yoga NYC, an accessible, conscious yoga community.

YO BK, a dynamic and empowering female-owned hot yoga and pilates studio with locations in Williamsburg and Greenpoint, New York, and Miami.

H&M Williamsburg will offer one free fitness class daily, in an effort to inspire everybody in the community to join. Customers can sign up for classes by visiting www.HMWilliamsburg.com.

“H&M Move aims to democratize movement, making it fun, inclusive, and stylish, exactly what the latest chapter of H&M Williamsburg is all about,” said Linda Li, Head of Customer Activation and Marketing for H&M Americas. “We’re inviting Every Body to come together to celebrate movement at H&M Williamsburg with a playful and unexpected experience in our new neighborhood.

“Customers will have the opportunity to discover our latest functional athletic wear, made with quality materials including DryMove and ShapeMove,” Li added. While at H&M Williamsburg, Movers are encouraged to explore their sense of style with the latest H&M Move collection.

Designed to empower everyone to get moving, the “Empower Collection” includes fashionable and functional apparel and accessories for women, men and kids. Each piece is designed with quality at the forefront, including athletic tights featuring ShapeMove, a fabric that shapes the body and provides extra support, as well as DryMove, a material that pulls moisture away from the skin.

“While the Move Studio is located exclusively at H&M Williamsburg, the H&M Move collection is available at 144 locations across the U.S,” Li said.