H&M and Heron Preston launch debut H2 collection, introduce H2 Exchange

H&M and New York-based designer Heron Preston unveiled on Thursday their debut collection under the H2 banner, first introduced in Fall 2023.

The H2 collaboration aims to redefine creative partnerships by emphasizing the equal importance of product, people, and process. With a commitment to innovation and inclusivity, the partnership encompasses seasonal collections, creative advisory, and a dedicated focus on nurturing emerging talent.

Set to launch on March 14, the debut collection melds utility, durability, and cultural resonance.
Key to the collection’s ethos is its unisex approach with pieces such as a boxy reversible bomber jackets, and long-sleeve racing-style jerseys, featuring an uplifting ‘Unity’ print which runs a red thread throughout the collection. Meanwhile, more expressive women’s pieces, include a bodysuit, lace-up corset, catsuit, bike shorts, tank top, and bikini. Completing the collection is a range of accessories. 

“I believe it’s a collection that can be seamlessly integrated into anyone’s existing wardrobe. The idea is to acknowledge individuality through design codes, fits, shapes, and styles that everyone around the globe can relate to. We recognise how real people adopt clothing and adapt it to their personal style,” said Preston.

The collection launches with a campaign, exploring themes of duality, curiosity, and human connection, designed to stimulate dialogue and unity.

“We’re excited to launch this multifaceted, long-term partnership with such a strong first collection, democratizing Heron Preston’s creative vision by making it more accessible to people worldwide. I think we will accomplish many wonderful things together over time, and this is just a first step,” said Ross Lydon, head of men’s design at H&M.

Coinciding with the collection debut, ‘H2 Exchange’ was introduced — a circular fashion program, under the creative direction of Preston. The program launches with an open call for New York-based designers to apply. Three talents will be selected to work alongside Preston, to upcycle donated garments, and gain unique knowledge and experience during the process. 

The public is also invited to donate clothes for H2 Exchange between March 8 and 10, from 9am-6pm at 25 Howard Street in SoHo, New York City.

“We are exploring new ways of keeping clothes in circulation for as long as possible. Building an ecosystem based on the marriage of brains, not brands, a platform that is bigger than the product itself, that empowers young talent and innovates in the sphere of circular fashion through the use of new processes,” added Preston.