The first H2 collection is a manifestation of this multifaceted vision and is inspired by the beauty of everyday style. A uniform cut for New York street style and attitude. Founded on Heron Preston's design DNA, the collection brings together new ideas of utility, exceptional fit, durability, versatility and cultural archetypes, with obsessive attention to detail.
“I think it is a collection that can be perfectly integrated into anyone's wardrobe. The idea is to recognize individuality through design codes, fits, shapes and styles that everyone around the world can identify with. “We recognize how real people embrace clothing and adapt it to their personal style,” he says. preston heron.
Heron Preston and H&M introduce a collaborative approach to fashion, emphasizing product, people and process alike. The debut collection combines New York street style with utility and sustainability, offering key pieces such as reversible bomber jackets and T-shirts made from recycled materials. The campaign theme explores duality and human connection, with the goal of starting dialogue.
Key pieces include reversible bomber jackets in 100% nylon and long-sleeved racing-style t-shirts in 100% recycled polyester, with an inspiring “Unity” print running in a red thread throughout the collection. Anchoring the collection in the everyday style vibe are hard-working basics such as reversible hoodies, made from rich 300 and 400 g/m² cotton, and 12.75 oz straight-fit denim jeans, made from a 20% recycled cotton. Prices range between 19.99 euros and 249 euros.
The collection is designed with a unisex approach to fits and styles, featuring a range of expressive pieces for women, including a bodysuit, lace-up corset, catsuit, biker shorts, tank top and bikini. . Additionally, there is a select range of accessories to complement the look.
“We are excited to launch this multifaceted, long-term partnership with such a strong first collection, which democratizes Heron Preston's creative vision by making it more accessible to people around the world. “I believe that together we will achieve many wonderful things over time, and this is just the first step,” he says. Ross Lydon, men's design director at H&M.
The campaign concept is based on “the power of two”, exploring themes of duality, curiosity and human connection, which are central to the ethos of H2 and the creative partnership between Heron Preston and H&M. The campaign asks questions, rather than providing answers, as a way to inspire dialogue, connection and unity.
“That is the power of fashion: to bring us closer, generate conversations, challenge ideas and drive new visions for a better future,” he says. preston heronthat will appear in the campaign.
H2's debut collection comes alongside the launch of H2 EXCHANGE, a circular fashion programme, under the creative direction of Heron Preston, which aims to equip a new generation of designers with circular mindsets and skills, aiming to infuse creativity to H&M's circular initiatives. , community and learning experiences. The ultimate goal is to engage more people, both creators and customers, to participate in circular fashion and keep clothing informed for as long as possible.
H2 EXCHANGE begins with an open call for young New York-based designers to apply for the program at h2-exchange.com. Three talents will be selected to work alongside Heron Preston to create a unique collection of upcycled fashion, based on donated clothing from personal New York closets, gaining unique knowledge and experience in the process. The public will be invited to donate clothing for H2 EXCHANGE between March 8 and 10, from 9 am to 6 pm at 25 Howard Street in SoHo, New York. Donations will be rewarded with personal tokens, providing priority access to events at the EXCHANGE studio, the opportunity to purchase pieces from the EXCHANGE collection, and discounts on seasonal H2 collections.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fiber2Fashion News Desk (RM)
