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Heron Preston Is For You, The World

Posted on 16 February 2017

The energy at the presentation of Heron Preston's highly anticipated first collection 'For You, The World' was very lively, positive and vibrant. Travis Scott's tracks were barely heard behind the chit-chat of the guests. Everyone knew each other - it seemed like he had flown all of the LA and New York fashion scene out to Paris to witness the unveiling of his collection.

Heron had made already so many steps in fashion. To name a few: limited edition Nike Air Force 1 trainers with Bapesta star made from Gucci monogram material to showcase how a culture clash can look good and tasteful; turtleneck jumpers with the word 'STYLE' written in Russian at the front; collaboration with DSNY during New York fashion week in September 2016... He kept everybody on their toes, anticipating the release of a full collection.

And the wait was worth it! All pieces from 'For You, The World' are so thought through, you won't find a single element of the collection that has no underlying meaning, nothing is accidental. The quality of materials is also very much on point, as well as the colour palette being coherently bright throughout.

I've had a chat with Heron to greet him on the successful presentation and ask a few questions about the collection.

Heron explained me that he was drawing inspiration from the colour palette of the Heron bird, obviously.

"I was looking at the images of the bird eating fish - and its mouth was orange!" - Hence, the main colour of his collection was determined.

Heron Preston Paris Fashion Week

Another source of inspiration, he said, was uniforms. Labelling on uniforms is usually done on the outside - so is the labelling on his clothes too.

"Fashion has always been at the centre of hip-hop culture going way back to its origins in the 70s and 80s , and labels have also been a huge part of that. We can observe it looking at the LV logo, for instance..." - Heron is so passionate talking about what he loves! - "When I thought what style is to me, I just love the style of cyrillic letters", so he's made the word 'style' in cyrillic alphabet appear on his clothes at random places.

Last, but not the least, Heron told us that "second to oil, the textile industry is the most polluting in the world, and I am part of that. So I feel responsible to raise the awareness and change that". His concern regarding the environment is also echoed in Heron's recent collaboration with the New York Department of Sanitation, which was a statement in itself that 'environmentally friendly' and 'fashionable' are not mutually exclusive.

*See more photos from the release below*

Christina Dzenzerska

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