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Sandra Halliday Published
September 6, 2025
Swedish fashion retail giant H&M has linked up with “creative visionary” Heron Preston in what it says is “a leap at redefining the future of creative partnerships”.
They've launched H2, which they say is a “collaborative platform, built on the pillars of design, advisory, special collections, empowering young talent, and circular innovation”.
It's a long-term partnership that will include unique special collections and advisory for the company’s design teams, as well as mentoring young creative talent, and boosting circularity.
On the design advisory front, Preston will “infuse his unique perspectives and expertise into H&M'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 said he'll collaborate closely with the creative teams “to inject fresh new energy and share his expertise through interactive seminars”.
H2 will also present seasonal collections that “explore new concepts of durability, longevity and versatility, while making Heron’s uncompromising creative vision democratic and accessible”. And the company said it will have an open source mindset by sharing information throughout the design process, and providing tools for customers to learn, participate and create for themselves.
Meanwhile, the talent programme will focus on young, self-taught creatives with “unique ideas and abilities, but without access to more traditional education and resources”.