It aims to explore new avenues in fashion, challenge the norms of collaboration and expand its creativity while reaching out to a wider global audience.
The highly anticipated collection designed in collaboration between Heron Preston and H&M has already landed on the textile giant’s website and in some of its physical shops around the world. Among the surprises in store are not only a seasonal collection, but also creative advice and empowerment of young creative talent through a circular innovation programme.
For this first release, the creative team has been inspired by the beauty of everyday style that highlights a multifaceted vision of the urban style of New York, Heron Preston‘s hometown. In this way, the selection of pieces is characterised by their utilitarianism, durability and versatility in each and every one of the meticulous details that make them up.
“It is a collection that can be perfectly integrated into anyone’s wardrobe. The idea is to recognise individuality through design codes, fits, shapes and styles that everyone can identify with. We recognise how real people choose clothes and adapt them to their personal style,” says the designer.
Unisex in cut and style, the collection features reversible nylon bomber jackets, long-sleeved T-shirts in recycled polyester, hooded sweatshirts, straight-cut jeans and denim ensembles, among other items.
The campaign, devised under the concept based on “the power of two”, explores the theme of duality, curiosity and human connection. Scroll through the gallery above and discover all the details.
‘H2’ now available on hm.com
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