High-street giants H&M are looking to dive further into the world of luxury fashion after just announcing New York-based designer Heron Preston as the companies new Creative Menswear Advisor.
Having previously collaborated with the likes of Masion Margiela, Moschino, and Mugler, H&M are looking to continue making moves in the industry and recruit one of fashion’s most forward-thinkers for themselves.
As reported by Business of Fashion, the new duo are locked in for a “long-term partnership” as Heron Preston is ready to aid in the creative direction of H&M’s main menswear line alongside the launch of his own seasonal collections with the high-street brand.
“The idea, at first, is for our work to be very experimental,” explains Preston in a statement. “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.”
Preston’s specific responsibilities will include residing over design advisory, special collections, fashion innovation, and talent curation that will allow the NYC designer to join forces with other creatives within his network.
Alongside an impressive list that includes the late Virgil Abloh, rapper Kanye West, and music producer Pharrell Williams, Heron Preston is the latest American creative to be snapped up by a European company for his expertise and credibility in modern fashion.
We’ve already heard promising reports that Heron Preston will launch his debut 40-piece collection with H&M some time in the new year.