British singer-songwriter RAYE just made history, and already it's not even the best part of her 2024. This year she received seven BRIT Award nominations (beating the likes of Craig David, Robbie Williams and Gorillaz, who previously held the title), plus the soulful diva embarks on a new fitness journey with H&M Move.
Working with multinational clothing companies to create new movement-inspired collections, RAYE also stars in the brand's campaigns, creating fashion-forward clothing designed to help you look and feel your best. We offer a wide range of activewear.
“When they approached me to be part of this campaign, I was a little hesitant at first because I'm not trying to be a fitness queen, but they just wanted me to be. It was great,” says the artist. “They didn't want me to pretend to be something I wasn't, fitness-wise or body-wise. And I really liked that,” she added.
We caught up with the record-breaking Brit Awards nominee to find out more about her new collection with H&M Move, her style inspiration, and the rest of 2024.
Read the full interview.
Please tell us about how the partnership with H&M came about. What do you admire about the brand?
When they approached me to be part of this campaign, I was a little hesitant at first because I wasn't aiming to be a fitness queen, but they just wanted me to be. I'm glad. They didn't want me to pretend to be something I wasn't, fitness-wise or body-wise, and I really liked that. There's no editing, it's raw, and I think that's very refreshing.
How involved were you in the creative process? What was that like?
I worked closely with the team at H&M Move on the creative and we are all really happy with the result.
This collection is partially inspired by HIIT training and promises to make our workouts more stylish in the new year. What is your relationship with exercise? Tell us about your workout routine.
I love training. I think each person has different things they are good at and things they are bad at. For example, running isn't for me, but I love boxing. I love hitting training. I love high intensity, sweaty classes. There are many things I haven't tried. I also love dancing. Enter a room and move to the music. That's about me.
As you travel all over the world performing for your fans, we can imagine that staying healthy is very important. How do you balance everything?
I try to balance everything when I'm on the road. We all try to find classes the same way we would if we were anywhere else. So, if I'm going to Berlin tomorrow, I'm going to find a spin class and go in the morning. I feel like we just go with the flow.
It is said that matching your underwear or sports clothes can make a big difference when it comes to boosting your confidence. What role does style play in boosting your confidence?
The days when I leave the house with messy hair and without much effort, I think that maybe I'm a little less confident. However, I believe that if you put in the effort, from small things to things that take more time, it will be good for you. It gives me confidence and makes me think, “I look great today,'' and it's wonderful to feel that way. I hope you are satisfied with your presentation.
How would you describe your style?
I love the 50s and 60s, both on stage and as an artist. I love dresses and big blowouts and that pin-up girl look. For me, who doesn't work, my style is a jumper and jeans. More casual and more comfortable. I think I have completely opposite personalities on stage and off stage.
Where does your fashion inspiration come from? Who do you have your eyes on?
My fashion inspiration comes from the eras of the 30's, 40's, 50's and 60's. I love the old makeup and hair, and I love the way the girls dressed. My favorite singers are a huge inspiration, like Dinah Washington, Nina Simone, Etta, and Ella.
Finally, what's your next goal? What's your goal for 2024?
My goals for 2024 are to continue to create art that I'm proud of and to have as much fun as possible. We worked really hard in 2023 and we hope to continue working hard in 2024, but we can also stop to smell the flowers a little more.
Visit H&M's website to check out the new collection.