Long before Instagram was flooded with personal trainers and activewear dominated fashion, Jane Fonda sparked a revolution in home exercise and became the original fitness icon.
Released in 1982, Jane Fonda’s Workout was one of the best-selling VHS videos for years, with 17 million copies sold by the mid-1990s.
The series is credited with opening up the previously male-dominated world of fitness to women, as a slew of copycat videos hit the market and aerobics classes skyrocketed.
Then, at 44 and with two best actress Oscars under her belt, the spandex-clad Hollywood star popularized the phrase ‘Feel the burn!’ and she sent heater sales through the roof.
Now 84, the actor and activist is once again encouraging people to put on their sportswear as he’s teamed up with street giant H&M on a global campaign.
Much like Fonda brought aerobics to the masses in the 1980s, H&M Move aims to offer a more inclusive view of exercise, focusing on movement rather than sport, with the retailer launching ‘movewear’ collections for men, women and kids.
“I’ve spent much of my life getting people moving and I was naturally drawn to H&M Move’s mission of getting everyone moving,” says Fonda.
“I also really like his philosophy of ‘movewear’ over ‘sportswear.’ For me, it’s not about sports or being the most athletic. It’s about giving your body the kind of movement it needs to stay healthy so it can take care of you.”
The Grace and Frankie star appears alongside American choreographer JaQuel Knight, the man behind Beyoncé’s Single Ladies dance routine, and the two appear together in a fitness studio in a clip to launch the campaign.
Reprising the role of a fitness instructor in trendy black and gray monogrammed attire, Fonda harkens back to her heyday in the film, which highlights activities including swimming, rowing and basketball alongside everyday moves like vacuuming, carrying groceries and running up stairs.
It’s refreshing to see a brand that recognizes that being fit isn’t all about high-octane exercise and that movement can be incorporated into your lifestyle no matter your age or ability.
You don’t have to run an ultramarathon, lift weights at the gym, or join a team to benefit your health and happiness—everyday activities can get your heart rate up and work your muscles, too.
Whether you’re 8 or 80, it’s all about going at your own pace and, most importantly, having fun.
H&M movement launches August 4 in stores and online.
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