CREATIVE VISIONARY HERON PRESTON AND H&M PRESENT H2
A leap at redefining the future of creative partnerships, H2 is a collaborative platform built on the pillars of design advisory, special collections, empowering young talent, and circular innovation.
H&M today announced the signing of a long-term partnership with Heron Preston. The creative visionary joins forces with the iconic Swedish fashion house to pioneer a new, multifaceted platform entitled H2, which will include unique special collections and advisory for H&M design teams, discovery and mentorship of young creative talent, and circular innovation programs underscored by a commitment to closing the loop of fashion. Together, these four pillars will represent an experience where new approaches to product, people and process play equal roles in bringing H&M and Heron Preston’s shared values to life.
As a multidimensional creative, Heron will infuse his unique perspectives and expertise into H&M’s broader offering, focusing on menswear, with the purpose of elevating assortments and customer experiences, and inspiring new ways of thinking and working. Heron will collaborate closely with H&M’s creative teams to inject fresh new energy and share his expertise through interactive seminars.
H2 will present seasonal collections that explore new concepts of durability, longevity and versatility, while making Heron’s uncompromised creative vision democratic and accessible. H2 will approach collection work with an ‘open source’ mindset, by transparently sharing information throughout the design process, and providing tools for customers to learn, participate and create for themselves – adding new layers to the mission of democratizing fashion.
H2 will share its platform with the community by inviting fresh new talent to co-create its output. By combining Heron’s mentorship with H&M’s unique resources, H2 will amplify new voices and propel early- stage careers to the next level. The H2 talent program will focus on young, self-taught creatives with unique ideas and abilities, but without access to more traditional education and resources.
Finally, H2 will serve as a testing ground to explore the future of circular fashion. Combining Heron’s unique passion and creativity with H&M’s extensive knowledge and resources, H2 will (continuously) launch experimental projects that apply circular thinking to create bold new experiences and engage the community to participate, with the objective to test, learn and scale. Through H2, both parties aim to advance their shared commitment to closing the loop of fashion.
“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. “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