40 years after the release of her first workout video, Jane Fonda continues striving to move people. The launch campaign of H&M Move sees choreographer JaQuel Knight and Fonda once again take up her role as a workout instructor and invite the world to move. In an exclusive interview, she discusses working with the Swedish retailer, the importance of movement and how she maintains momentum with physical activity.


What sparked your interest in the H&M Move mission?

“H&M Move is really focused on getting the whole world moving, something I’ve spent a lot of my own life doing. I also really liked their philosophy of ‘movewear’ over ‘sportswear’ because it’s a good reminder that it doesn’t matter how much you move or what kind of movement you’re doing so long as you just keep on moving.”

You’ve moved in many ways throughout your career—a true forever mover. Why is that? And why is it important to keeping moving?

“Physically, it’s important to keep moving because our bodies are meant to move. If we don’t move, our joints become stiff, our muscles weaker and our bones brittle. Our bones and our joints are meant to be used. Besides, moving helps keep us feeling good and positive.”

How has movement shaped your life?

“Being a mover has made it possible for me to stay fit and healthy both mentally and physically throughout my life. And in my opinion, the older you are, the more important it is to move.”

H&M Move

Why join H&M Move’s ambition for movement?

“Being part of this movement makes a lot of sense for me because it’s important that no matter who you are or where you are, how old or young you are, that you move. That’s where health is because movement underpins everything we do.”

You created a movement for movement with your workout videos in the 80s. What can H&M Move learn from your success?

“Being credible, authentic, persistent, and most of all, have fun.”

H&M Move

What is one piece of advice you’d give to someone who’s just getting started with movement?

“Don’t start too fast. Start slow, start carefully and don’t give up. Keep moving. We have to inspire people to understand that it doesn’t matter who they are or how they move, but they just need to move.”

What was it like working with JaQuel Knight ?

Well, I mean, JaQuel is the epitome of good moves. And I have a lot to learn from him.

What low hurdle activity would you recommend? That doesn’t cost the planet and requires no subscription. It’s available to everyone.

“Well, there’s one thing we can do that doesn’t cost the planet and that’s walking.”

The H&M Move collection launches on today in-store and online.

Read more:
Jane Fonda on Aging, Climate Change and Finally Living Life For Herself
Exclusive: H&M Launches Sportswear Brand H&M Move
H&M Canada Just Launched Rewear, a Resale Site for Shoppers