Damson Idris, Amelia Gray and Evan Mock attend the H&M&NEW YORK event wearing pieces from the new H2 collection

H &M transformed the H&M SoHo store and the stretch of Mercer Street behind its SoHo location into a community block party on Wednesday 9 October. Featuring a conceptual in-store listening room with a curated lineup of speakers, DJs and musicians, the set list included Guillaume Berg, Dam Funk and Venus X, as well as Heron Preston himself. Celebrations continued into the evening as the guests were invited to attend a community block party behind H&M SoHo. Hosted by Amelia Gray, the event featured DJ sets from KAYTRANADA, Channel Tres, and Kitty Ca$h, all dressed in the second drop of the H2 collection.  

H2 is a long-term initiative co-created by fashion luminary Heron Preston and H&M. Presented to the public at the end of 2023, the multifaceted platform uses people, product, and process to move the needle forward in the conversation of innovative, yet conscious design that explores the future of fashion. Focusing on exceptional yet pragmatic fits, and an overall versatility, the second H2 collection poses a lineup of cultural archetypes that promote a new kind of daily uniform and encourage a more circular approach to fashion. Hero styles from the lineup include an array of sporty silhouettes like a colorful branded hockey jersey and printed leather varsity jacket that’s reminiscent of clothing found in the streets of New York City during the 1990s and early 2000s. Other standouts include a pink denim corset with rhinestones and a matching pair of jeans, patchworked long sleeves, pieced together from cut-up graphic tees, and a versatile khaki bomber jacket. 

“I like to take a no rules-approach when designing because each individual should be able to interpret a piece however they want, without feeling confined to one particular look. This new collection is a reflection of that freedom to express oneself, regardless of gender,”

says Heron Preston.

“The second H2 product release stays true to Heron Preston’s DNA whilst infusing a new sense of energy. I personally love that this collection includes more dynamic pieces that can be paired with the foundational styles in the first launch,”

says Ana Hernández, Menswear Designer at H&M.  

The second H2 collection comprises menswear, womenswear and accessories, and will launch in selected stores and online at hm.com on 17 October 2024.