Heron Preston Joins Forces with H&M to Redefine Fashion with H2 Initiative

H2: Where Fashion Meets Inclusivity, Mentorship, and Circular Innovation

“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,” asserts Heron Preston, the San Francisco-born creative visionary who has now joined forces with the iconic Swedish brand, H&M. This collaboration is not just a fusion of brands; it’s a merging of shared values, aiming to reframe fashion’s future.

H&M, a household name founded in Sweden in 1947, has consistently championed the ethos of offering fashion and quality at the best price while ensuring sustainability. Their portfolio, boasting names like COS, Monki, and Weekday, now finds a dynamic addition with Heron Preston. Preston, who transitioned from Parsons School of Design to working with industry giants like Nike and Kanye West, founded his label in 2016. His brand, celebrated for introducing ‘luxury work-wear’, embodies environmentally conscious and disruptive fashion concepts.

Together, they’ve birthed H2, a multifaceted platform, structured around four transformative pillars:

Design Advisory: Heron is set to infuse H&M’s menswear lines with his distinctive artistic touches. Collaborating closely with H&M’s teams, Heron aims to revolutionize their offerings, ensuring unique customer experiences.
Special Collections: More than just fashion lines, H2’s collections will marry durability with design innovation. With an ‘open-source’ ethos, they are committed to a transparent design process, fostering a deep connection with their clientele.
Young Talent: Recognizing the untapped potential in the world, H2 is keen on mentoring emerging designers. Leveraging Heron’s expertise and H&M’s resources, this initiative promises to spotlight raw talent, particularly those outside traditional education networks.
Circular Innovation: Sustainability is more than just a buzzword for H2. Aiming to define the future of circular fashion, this pillar combines the best of both partners, promising experimental projects that involve community participation.

Daniel Herrmann, Head of H&M Menswear, shares the sentiment, stating, “H2 was born from a like-minded vision between H&M and Heron. It’s not just about fashion’s future but also how we collaborate in new, groundbreaking ways.”

As the world eagerly awaits, the upcoming months promise to unveil the myriad H2 initiatives and collections under Preston’s guidance, heralding a renaissance in the fashion realm.