H&M x Heron Preston: the fashion of tomorrow

Designer and DJ Heron Preston has teamed up with Swedish brand H&M for a brand new streetwear-inspired collaboration called H2. The collection goes on sale on 14 March.

 

 

Eco-friendly streetwear

More than just a collaboration, H2 is a creative partnership between H&M and Heron Preston aimed at opening doors to young talent and encouraging them to imagine the fashion of tomorrow. The first collection, designed by Heron Preston, is made up of around forty men’s, women’s and unisex pieces, inspired by the urban streets of New York, the designer’s home town. 
 
The main items include a long-sleeved jersey made from 93% recycled polyester, a reversible hoodie in thick cotton, nylon jackets and jeans made from 20% recycled cotton. There’s also a range of selected accessories to complete the look.
 
As for the women’s pieces, they are designed to enhance the curves of the female body: bodysuit, lace-up corset, catsuit, cycling shorts, tank top and bikini. Prices range from €19.99 to €249.
H&M X HERON PRESTON
H&M X HERON PRESTON
H&M X HERON PRESTON
H&M X HERON PRESTON
H&M X HERON PRESTON
H&M X HERON PRESTON
H&M X HERON PRESTON
H&M X HERON PRESTON
“I think it’s a wardrobe that can easily become part of everyone’s wardrobe,” explains Heron Preston in a statement. The idea is to recognise individuality through design standards, cuts, shapes and styles that everyone can relate to”.
 
The aim of this collaboration is to question. To explore the idea of duality in order to provoke thought and “spark conversation”, he declared in a press release, in order to cultivate an innovative vision of tomorrow’s fashion. 

The H2 Exchange programme

This collaboration between H&M and Heron Preston will also mark the launch of the H2 Exchange programme. 
 
Under the artistic direction of Heron Preston, this programme is aimed at young talent with an interest in circular innovation. The first competition will take place in New York in March 2024. Three young talents will be selected and given the chance to design a capsule made from used clothing, with Heron Preston. 

Focus sur Heron Preston

Heron Preston is a fashion designer and artist known for his eponymous fashion label. He has made a name for himself in the fashion industry through his work as a DJ, designer and collaborator with brands such as Nike and Kanye West’s Yeezy line. His designs often feature bold graphics, utilitarian elements and references to streetwear culture. Preston is also known for his commitment to sustainability and eco-friendly practices within his brand. His work has been featured in major fashion publications and worn by celebrities around the world.

 

 

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Finally, this collection also enabled him to create his own pair of sneakers: the Curb 3.0.

 

 

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