# Collaborative Circular Collections H&M Launches a New Apparel Collection with Heron Preston By Kanesa D | Published 2024-03-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/heron-preston-1 References: [complex](https://www.complex.com/style/a/jaelaniturnerwilliams/heron-preston-hms-h2-launch-collection) & [www2.hm](https://www2.hm.com/en_ca/index.html)  A new collaboration between Heron Preston and H&M has yielded an innovative new collection called H2. This new collection is comprised of pieces that are suitable everyday style, but with heavy [utilitarian elements](https://www.trendhunter.com/trends/hh118389225-2). Launching on March 14th, the H2 collection introduces unisex pieces, with highlights like reversible bomber jackets, hoodies, denim jeans, and racing-style jerseys. In addition to these unisex pieces, H2 includes a selection of "expressive" women's wear items. In conjunction with the new H2 collection, Preston has also launched the H2 Exchange program with H&M. This unique initiative is marketed as a way "to equip new generation designers with circular mindsets and skillsets, with the aim of infusing H&M’s circular initiatives with creativity, community and learning experiences." Image Credit: H&M, Heron Preston ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 31% | Activity: 4% | Freshness: 22% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What Makes This Trend Stand Out - **Unisex Apparel Trend:** In a move towards inclusivity, the H2 collection features unisex pieces such as reversible bomber jackets and racing-style jerseys. - **Circular Fashion Trend:** The H2 Exchange program by Heron Preston and H&M promotes circular mindsets and skillsets among new generation designers. - **Expressive Women's Wear Trend:** H2 collection not only includes unisex pieces but also features a selection of expressive women's wear items. ### Sectors Adopting This - **Fashion & Apparel Industry:** The collaboration between Heron Preston and H&M in the H2 collection hints at new possibilities for sustainable and inclusive fashion. - **Circular Economy Industry:** H2 Exchange program's focus on circular initiatives offers a potential disruptive model for circular economy practices within the fashion industry. - **Design Education Industry:** The H2 Exchange program aims to revolutionize design education by infusing circular mindsets in new generation designers. ## Related on Trend Hunter - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Archival Spring-Ready Gorp Apparel](https://www.trendhunter.com/trends/capsule-241.md) - [Summer-Ready Utilitarian Fashion](https://www.trendhunter.com/trends/hh118389225-2.md) - [Refined Spring-Centric Apparel](https://www.trendhunter.com/trends/reimagined-icons.md) - [Genderless Court-Ready Apparel](https://www.trendhunter.com/trends/humanrace-4.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [Designer Fashion Collaborations](https://www.trendhunter.com/trends/uniqlo-c-springsummer-2025.md)