The July release from H&M Move, another collaboration with Zlatan Ibrahimović, operates like a personal brand extension. Titled Selected by Zlatan, the collection is trimmed in mesh and muscle-aware seams. It is gear for the self-mythologizing man, or at least for those interested in borrowing the posture.
H&M Move Selected by Zlatan
This season’s H&M Move cuts are close but not restrictive, and the palette holds steady in grayscale. Tanks, shorts, and stretch tees arrive in moisture-wicking DryMove™, cut to flatter shoulders first, ventilation second. A few pieces may nod to layering, but the line angles toward discipline.
The Roman reference point, offered in the campaign as inspiration, feels mostly ornamental. There are marble prints, a serif-heavy logo, and a few static poses that place Ibrahimović somewhere between gladiator and luxury personal trainer.
The branding, though literal, is clean. MOVE ZLATAN runs down backs and sleeves like a directive. Even the new children’s range follows suit, matching cuts and graphics in a generational rhythm. It leans on consistency over trend, leaving little question about its intended audience.
