In Pictures: Get ready for Heron Preston x H&M

Heron Preston, the American designer who was recruited by H&M in September 2023, is set to launch his first collaborative collection with the retailer on 14 March.

For the debut H2 collection, Preston - H&M’s in-house menswear advisor - was inspired by "the beauty of everyday style" as well as the "street style of New York".

Reflecting Heron Preston’s design DNA, the collection brings together new ideas of utility, exceptional fits, durability, versatility and cultural archetypes. The collection is designed with a unisex approach to fits and styling and features a range of expressive women’s pieces

Preston said: "I believe it's a collection that can be seamlessly integrated into anyone’s existing wardrobe. The idea is to acknowledge individuality through design codes, fits, shapes, and styles that everyone around the globe can relate to. We recognise how real people adopt clothing and adapt it to their personal style."

Ross Lydon, Head of Men’s Design at H&M, added: "We’re excited to launch this multifaceted, long-term partnership with such a strong first collection, democratizing Heron Preston’s creative vision by making it more accessible to people worldwide. I think we will accomplish many wonderful things together over time, and this is just a first step."

The duo is simultaneously launching H2 EXCHANGE – a circular fashion program, under the creative direction of Heron Preston, aiming to equip a new generation of designers with circular mindsets and skillsets.

This initiative begins with an open call for young, New York-based designers to apply for the program on h2-exchange.com. Three talents will be selected to work alongside Heron Preston to create a unique collection of upcycled fashion, based on donated clothes from personal closets around New York, and gain unique knowledge and experience during the process.

Photographer: Aidan Zamiri
Project: H2