The announcement of H&M's long-term partnership with Heron Preston represents an exciting collaboration between the iconic Swedish fashion house and the creative visionary. This partnership, named H2, is multifaceted and aimed at pioneering new approaches to various aspects of the fashion industry. Here's a breakdown of what H2 entails:

1. Unique Special Collections and Advisory: H2 will introduce special collections and provide advisory support for H&M's design teams. Heron Preston will contribute his unique creative perspectives and expertise to elevate menswear assortments and enhance customer experiences.

2. Discovery and Mentorship of Young Talent: H2 will actively mentor and support young creative talent, particularly those who are self-taught and lack access to traditional education and resources. This initiative aims to amplify new voices and nurture early-stage careers within the fashion industry.

3. Circular Innovation Programs: The partnership will focus on circular fashion innovation, with a commitment to closing the loop of fashion. H2 will launch experimental projects that apply circular thinking to create sustainable fashion experiences. The goal is to engage the community and test, learn, and scale new sustainable practices.

4. Open Source Approach: H2 will adopt an 'open source' mindset by transparently sharing information throughout the design process. It will also provide tools for customers to learn, participate, and create for themselves, contributing to the democratization of fashion.

5. Community Engagement: H2 will involve the community by inviting fresh talent to co-create its output. Heron Preston's mentorship and H&M's resources will help propel early-stage careers and offer opportunities to those with unique ideas and abilities.

"Heron Preston is a creative force in the industry, and has distinguished himself as a multifaceted artist with a unique point of view and strong story to tell. H2 was born from a like-minded vision between H&M and Heron, about the future of fashion but also how we must collaborate in new ways to achieve new goals. We are excited to show the world what we can build together." – Said Daniel Herrmann, Head of H&M Menswear

"I always say, the face of fashion is all of us. H&M 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. I admire a company as big as H&M that wants to take risks together because our shared belief is that real change must ultimately happen at a scale that touches 'everyone'." – Heron Preston

Through H2, H&M and Heron Preston aim to explore new concepts of durability, longevity, and versatility in fashion while democratizing the industry and advancing their shared commitment to sustainable fashion practices. This partnership represents a forward-looking collaboration that seeks to push the boundaries of what's possible in the fashion industry and make real change at a global scale.

FASHIONADO