Swedish retailer HM has announced the launch of H2, a collaborative platform which will be directed by Heron Preston. According to press, H2 is “built on the pillars of design, advisory, special collections, empowering young talent, and circular innovation.”
“I always say, the face of fashion is all of us,” said Preston in a press release. “HM speaks to so many different types of people around the globe and is a brand for everyone. I love to push the boundaries of what’s possible and felt like they were really interested in doing that with me.”
As a design advisory, Preston will “infuse his unique perspectives and expertise into HM’s broader offering, focusing on menswear, with the purpose of elevating assortments and customer experiences, and inspiring new ways of thinking and working.” The company noted he will collaborate closely with the creative teams “to inject fresh new energy and share his expertise through interactive seminars.”
More than just an incubator, the platfom will present seasonal collections. Taking a transparent approach, the cmpany will share information “throughout the design process, and providing tools for customers to learn, participate and create for themselves.”
HM will provide more information in the coming events on H2 initiatives and collections led by Preston.
