H&M has announced a new partnership with Heron Preston to create H2, a collaborative platform aimed at redefining the future of creative partnerships. This long-term collaboration will encompass various initiatives, including special collections, design advisory, mentoring young talent, and promoting circularity.

Heron Preston, a "creative visionary," will provide design advisory services to H&M, particularly in the menswear segment. He will collaborate closely with H&M's creative teams to inject fresh perspectives and expertise, enhancing product assortments and customer experiences. Interactive seminars will also be part of this collaboration.

H2 will introduce seasonal collections that explore concepts of durability, longevity, and versatility while making Heron Preston's creative vision accessible to a broader audience. The collaboration will embrace an open-source mindset, sharing information throughout the design process and providing tools for customers to engage and create.

Additionally, H2 will focus on a talent program dedicated to young, self-taught creatives who possess unique skills and ideas but lack access to traditional education and resources. This program aims to empower and support emerging talent within the creative industry.

Overall, H&M and Heron Preston's partnership through H2 seeks to drive innovation, sustainability, and inclusivity within the fashion and creative sectors.