H&M and New York-based designer Heron Preston unveiled on Thursday their debut collection under the H2 banner, first introduced in Fall 2023.
The H2 collaboration aims to redefine creative partnerships by emphasising the equal importance of product, people, and process. With a commitment to innovation and inclusivity, the partnership encompasses seasonal collections, creative advisory, and a dedicated focus on nurturing emerging talent.
Set to launch on 14th March, the debut collection melds utility, durability, and cultural resonance. Key to the collection’s ethos is its unisex approach with pieces such as a boxy reversible bomber jacket, and long-sleeve racing-style jerseys, featuring an uplifting ‘Unity’ print which runs a red thread throughout the collection.
“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,” said Preston. The collection launches with a campaign, exploring themes of duality, curiosity, and human connection, designed to stimulate dialogue and unity.
“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,” said Ross Lydon, head of men’s design at H&M.
Coinciding with the collection debut, ‘H2 Exchange’ was introduced, a circular fashion program, under the creative direction of Preston. The program launches with an open call for New York-based designers to apply. Three talents will be selected to work alongside Preston, to upcycle donated garments, and gain unique knowledge and experience during the process. The public is also invited to donate clothes for H2 Exchange between 8th and 10th March, from 9am-6pm at 25 Howard Street in SoHo, New York City.
