Heron Preston unveils his debut collection for H2
H&M and Heron Preston premiere the H2 partnership with a highly anticipated collection release, launching March 14, making future-forward fashion accessible to all.
H2 is the name of a new creative partnership between H&M and Heron Preston, with a multi-layered mission to explore new futures of fashion. In addition to dropping seasonal collections, H2 will engage in circular innovation and empowerment of young talent, through hands-on projects that challenge industry norms and present new approaches rooted in the power of culture and community.
“I was inspired by the beauty of everyday style, seen through the lens of a uniform cut for the attitude and street style of New York City,” says Heron Preston about his work on the inaugural collection. “The starting point was my personal design DNA, encompassing utility, exceptional fits, durability, versatility, and relevant cultural archetypes upleveled through design details and cultural codes. It’s always young at heart. There was a heavy editing process, remembering that we don’t need much. The focus makes the offering stronger.”
When H2 drops its debut collection on March 14, it marks the start of a journey.
“I believe it’s a collection that can be seamlessly integrated into anyone’s existing wardrobe,” says Heron Preston. “The idea is to acknowledge individuality through design codes, fits, shapes, and styles everyone around the globe can relate to. We recognise how real people adopt clothing and adapt it to their personal style. The unisex offering is very important. I want what I do to feel realistic and authentic to the community we’re speaking to.”
“That’s the power of fashion: to bring us closer, spark conversation, challenge ideas, and drive new visions forward for a better future.”
– Heron Preston
Key items include the long-sleeve racing-style jersey in 93% recycled polyester, the reversible hoodie made from heavy 300 and 400 gsm cotton, the straight-cut 12.75 oz denim trousers with an all-over print containing 19% recycled cotton, and the boxy reversible bomber jacket in 100% Nylon featuring print and patch details. There’s also a curated range of accessories to compliment the looks.
In addition to the menswear and unisex foundation, the collection includes a range of expressive women’s pieces designed with bold, body-enhancing cutlines, including a thong bodysuit, lace-up corset, catsuit, bike shorts, tank top, and bikini.
The campaign concept is centred around ‘the power of two’, exploring the idea of duality within the collaborative universe created by Heron Preston and H&M. The aim is to establish an authentic connection and engage the H2 community by posting a series of questions, rather than providing answers, to encourage dialogue and collective thinking.
Heron Preston, who’s featured in the campaign, explains, “That’s the power of fashion: to bring us closer, spark conversation, challenge ideas, and drive new visions forward for a better future.”
The H2 collection will launch in selected stores and at hm.com on March 14, 2024.