H&M recruits Heron Preston to design new collection dubbed ‘H2’
Global retailer H&M has today announced that it has onboarded the streetwear designer Heron Preston to be an in-house menswear advisor, which will see him create seasonal collections for the company.
As part of the 'long-term partnership', Preston will also advise H&M on its main menswear line.
H2, the collaborative platform, is built on four pillars, which Heron Preston will oversee. These include design advisory, special collections, empowering talent and circular innovation. Together, these four pillars will "represent an experience where new approaches to products, people and process play equal roles".
‘Design Advisory’ will see Preston share his values and perspectives on H&M’s menswear lines.
‘Special Collections’ will present seasonal capsule collections that explore new concepts of durability, longevity and versatility with the hope of continuing democratizing fashion.
‘Young Talent’ will see H2 invite fresh new talent to co-create output. Heron will also act as a mentor to amplify the voices of new designers.
‘Circular Innvoation’ serves as a testing ground to explore circular fashion. It will combine Heron’s passion for creativity with H&M’s extensive knowledge and resources.
Daniel Herrmann, Head of H&M Menswear, commented: "Heron Preston is a creative force in the industry and has distinguished himself as a multifaceted artist with a unique point of view and strong story to tell. H2 was born from a like-minded vision between H&M and Heron, about the future of fashion but also how we must collaborate in new ways to achieve new goals. We are excited to show the world what we can build together."
Heron Preston added: "I always say, the face of fashion is all of us. H&M speaks to so many different types of people around the globe and is a brand for everyone. I love to push the boundaries of what's possible and felt like they were really interested in doing that with me. I admire a company as big as H&M that wants to take risks together because our shared belief is that real change must ultimately happen at a scale that touches 'everyone'."
