Swedish fashion retailer H&M has appointed American designer Heron Preston as an in-house advisor in a long-term partnership that will see Preston release his own seasonal capsule collections for the brand, while also contributing his input to H&M’s main menswear line.
The designer teams up with H&M to launch a multifaceted platform called ‘H2’, featuring special collections, design advice, support for new talent, and sustainable initiatives.
Heron Preston, a luminary in the world of streetwear and innovative fashion, is renowned for his distinctive designs under his namesake label.
“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’.” – Heron Preston
H&M’s long list of collaborators includes Moschino, Lanvin, Balmain, and the most recent collaboration with Thierry Mugler. However, with Preston, this will be a long-term endeavor, much like what we see with Zara and Rhuigi.
“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.” – Said Daniel Herrmann, Head of H&M Menswear
In the meantime, let’s wait and see what H&M and Preston have in store for us.