Heron Preston joined H&M last September when the the retail giant announced the designer as the Creative Menswear Advisor. The long-term partnership has now borne fruit with the presentation of their collaborative debut collection.
The partnership includes seasonal collections and creative advisory, as well as empowerment of young creative talent, with a circular innovation programme, aiming to equip a new generation designers with circular mindsets and skillsets, with the aim of infusing H&M’s circular initiatives with creativity, community and learning experiences.
The collection, designed with a unisex approach to styling, has a curated range of accessories, and “is inspired by the beauty of everyday style; a uniform cut for the attitude and street style of New York.”
“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,” says Heron Preston.
The campaign concept is based on ‘the power of two’, exploring themes of duality, curiosity and human connection. “That’s the power of fashion: to bring us closer, spark conversation, challenge ideas, and drive new visions for a better future,” says Heron.
“We’re excited to launch this multifaceted, long-term partnership with such a strong first collection, democratising 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,” says Ross Lydon, Head of Men’s Design at H&M.
The debut H2 collection with Heron Preston and H&M will launch on 14 March and will be available in South Africa on Superbalist.com and in the following H&M stores: V&A Waterfront, Sandton City, Canal Walk, Mall of Africa, Gateway Mall, Cavendish Square, and Rosebank Mall.
