H&M has named American designer Heron Preston as its creative menswear adviser.
Preston will act as a creative director while producing his own seasonal capsule collections and advising across the main menswear line, the Swedish fast-fashion giant said, calling the hiring a “long-term partnership”.
Along with the late Virgil Abloh, rapper Kanye West and music producer Pharrell Williams, Preston is the latest American to be snapped up by an European company for his fashion savviness, creativity and, perhaps most importantly, his credibility.
A designer, photographer and DJ, the multi-hyphenated Preston was born in San Francisco, before moving to New York to study at Parsons School of Design. There, he began documenting the city's street life in a viral blog that caught the eye of Nike, who hired him as a global digital producer.
In 2012, Preston crossed paths with a group of friends that included Abloh, the late Louis Vuitton menswear creative director; Matthew M Williams, Givenchy creative director; and Justin R Saunders, founder of cult design studio JJJJound. Together the quartet founded the streetwear brand Been Trill, and soon Preston was also working as art director for Kanye West on his Yeezy brand and The Life of Pablo tour.
In 2016, after witnessing the effect of pollution first-hand, Preston had an unlikely collaboration with the New York Department of Sanitation. Inspired to show how fashion can be less polluting, he designed a line of zero-waste clothes called Uniform that sold out immediately, while the following year he launched his eponymous fashion label at Paris Fashion Week.
In 2018, he was approached by Nasa to create a space-themed capsule collection to honour its 60th anniversary. He followed that up with a line for workwear brand Carhartt that blended utility with luxury. He also designed the tour merchandise for Justin Timberlake’s Man of the Woods tour.
Preston also runs HPC Trading, an online platform for art, fashion and music, and has recently begun experimenting with sustainable materials, such as a collaboration with MycoWorks in 2022 to create a fruit bowl from an innovative material made from mushrooms.
In 2023, he founded Led Studio – which stands for Less Environmentally Destructive – as a hub for creative thinking around how to reduce environmental impact.
With H&M, Preston will have a wide-reaching remit. Acting as design adviser across menswear, he will help cement future talents and collaborations, as well as bolster the brand's profile around sustainability.
With fast fashion widely acknowledged as driving unsustainable levels of waste, Preston will head new initiatives around recycling, including a project to repurpose donated clothes into a new collection. His first collection with H&M is expected to arrive in 2024 via a 40-piece capsule.
Europe’s rearming plan
- Suspend strict budget rules to allow member countries to step up defence spending
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MOUNTAINHEAD REVIEW
Starring: Ramy Youssef, Steve Carell, Jason Schwartzman
Director: Jesse Armstrong
Rating: 3.5/5
Tomorrow 2021
GAC GS8 Specs
Engine: 2.0-litre 4cyl turbo
Power: 248hp at 5,200rpm
Torque: 400Nm at 1,750-4,000rpm
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Fuel consumption: 9.1L/100km
On sale: Now
Price: From Dh149,900
Specs
The specs
Engine: 1.5-litre turbo
Power: 181hp
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Starting price: Dh79,000
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GOLF’S RAHMBO
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The internal combustion engine is facing a watershed moment – major manufacturer Volvo is to stop producing petroleum-powered vehicles by 2021 and countries in Europe, including the UK, have vowed to ban their sale before 2040. The National takes a look at the story of one of the most successful technologies of the last 100 years and how it has impacted life in the UAE.
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UK's plans to cut net migration
Under the UK government’s proposals, migrants will have to spend 10 years in the UK before being able to apply for citizenship.
Skilled worker visas will require a university degree, and there will be tighter restrictions on recruitment for jobs with skills shortages.
But what are described as "high-contributing" individuals such as doctors and nurses could be fast-tracked through the system.
Language requirements will be increased for all immigration routes to ensure a higher level of English.
Rules will also be laid out for adult dependants, meaning they will have to demonstrate a basic understanding of the language.
The plans also call for stricter tests for colleges and universities offering places to foreign students and a reduction in the time graduates can remain in the UK after their studies from two years to 18 months.
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Pot 1
UAE, Iran, Australia, Japan, South Korea, Saudi Arabia
Pot 2
China, Syria, Uzbekistan, Iraq, Qatar, Thailand
Pot 3
Kyrgyzstan, Lebanon, Palestine, Oman, India, Vietnam
Pot 4
North Korea, Philippines, Bahrain, Jordan, Yemen, Turkmenistan
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From Europe to the Middle East, economic success brings wealth - and lifestyle diseases
A rise in obesity figures and the need for more public spending is a familiar trend in the developing world as western lifestyles are adopted.
One in five deaths around the world is now caused by bad diet, with obesity the fastest growing global risk. A high body mass index is also the top cause of metabolic diseases relating to death and disability in Kuwait, Qatar and Oman – and second on the list in Bahrain.
In Britain, heart disease, lung cancer and Alzheimer’s remain among the leading causes of death, and people there are spending more time suffering from health problems.
The UK is expected to spend $421.4 billion on healthcare by 2040, up from $239.3 billion in 2014.
And development assistance for health is talking about the financial aid given to governments to support social, environmental development of developing countries.
The biog
Name: Sari Al Zubaidi
Occupation: co-founder of Cafe di Rosati
Age: 42
Marital status: single
Favourite drink: drip coffee V60
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Brief scores
Toss India, chose to bat
India 281-7 in 50 ov (Pandya 83, Dhoni 79; Coulter-Nile 3-44)
Australia 137-9 in 21 ov (Maxwell 39, Warner 25; Chahal 3-30)
India won by 26 runs on Duckworth-Lewis Method
