H&M MOVE brings tailoring to the slopes, captured through the lens of Casper Sejersen

For the campaign, Sejersen set out to challenge the traditional visual language of outdoor imagery. Rather than letting the dramatic Alpine landscape dictate the images, he treated the location almost as a studio – using horizon lines, natural textures and carefully constructed frames to create a distinct visual world. The result reflects his belief that performance and style naturally belong together.

“I have always thought that performance is very stylish. When you put people in clothes made for a specific purpose, like skiing, it becomes fashionable in my world. Performance and stylish go hand in hand,” says Casper Sejersen.

The collection translates the proportions and precision of tailoring into technical skiwear. Key pieces include a suit-inspired ski jacket, fitted flared trousers, sculptural barrel-leg pants and relaxed snowboard jackets and trousers. A controlled palette of black, alpine white, muted purple and espresso brown is complemented by faux fur, plush fleece and wool-blend knits, bringing texture and softness to the clean silhouettes.

See the collection in motion

“We wanted to explore what happens when the precision of tailoring meets the demands of the mountain. The silhouettes are more sculpted and considered, but every design decision still begins with movement, protection and comfort” says Marie Fredros, Head of design at H&M MOVE.

Developed in collaboration with outdoor experts Grand Studio, the collection combines its fashion-led expression with technical functionality, including waterproof and windproof StormMove™, insulating ThermoMove™ and built-in RECCO® reflector technology. Ski goggles, sunglasses, balaclavas and other accessories complete the collection.

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.