The US designer Heron Preston, who founded the streetwear brand of the same name, will support H&M in the design process in the future.
The Swedish fashion group and Preston have entered into a long-term partnership, H&M announced on Wednesday. At the heart of the collaboration is a new platform titled ‘H2’, which includes special collections, advising the H&M design team, discovering and nurturing young creative talent, and circular innovation programmes.
“Heron Preston brings tremendous creative power to the industry and has emerged as a multifaceted artist with a unique perspective and a strong story to tell,” said Daniel Herrmann, Head of H&M Menswear.
Regarded as a close friend of the late Off-White founder Virgil Abloh, Preston worked with him and other creatives such as Matthew Williams on streetwear brand Been Trill. He has also worked with brands such as Nike, Calvin Klein, Gentle Monster and the automotive group Mercedes Benz.
More information on the initiatives and collections between H&M and Heron Preston will be announced in the coming months.