2 sept. 2021
Yet another collaboration for Heron Preston, this time not with a fashion brand but with an automotive giant. The designer and DJ imagined a conceptual collection with Mercedes-Benz, with the aim of pushing the boundaries of innovation in the creation of sustainable fashion. The new line will go on sale on the global GOAT platform from next week.
Heron Preston’s big idea? Having fun with recycled materials from airbags, a safety device that this year celebrates the 50th anniversary of its first patent, and the 40th anniversary of its first use in Mercedes-Benz cars in the S-Class, the most product of the brand.
The models were all produced from recycled airbags from the brand’s safety and crash testing research department, and will be available on GOAT from September 10.
Heron Preston focused on three masculine and feminine looks, which refer to the airbag since the models in the collection can inflate and deflate at will. The Heron Preston label is known for its “Re-Design” program, which creates unique pieces from reused materials.
“Mercedes-Benz and my brand share a common value: the desire to reduce our impact on the planet, and this is the starting point of this collaboration,” Heron Preston said in a statement.
Last spring, Calvin Klein called on Heron Preston, a designer from San Francisco, to develop a collection in collaboration. Launched through Off-White’s Italian parent company, New Guards Group, the eponymous brand of Heron Preston debuted at Paris Fashion Week in 2017. New Guards Group has since been acquired by London-based Farfetch.
The designer has already led a wide range of collaborations, from Kanye West and Virgil Abloh to Levi’s, Gap, Nike and even the New York City Sanitation Department.
“L’upcycling and the celebration of sustainable development have always been part of my creative process, since the launch of my collection. I loved celebrating the anniversary of airbags by creating a sophisticated collection from reclaimed materials, alongside some of the most advanced electric and fuel-efficient vehicles in their lineup, ”says Heron Preston.
Over the past quarter of a century, Mercedes-Benz has developed many links with the fashion industry, including sponsoring Fashion Weeks in Russia, Mexico, Madrid, Tbilisi and Berlin, and supporting the famous Festival international fashion, photography and fashion accessories company in Hyères.
“At Mercedes-Benz, we are very proud of our commitment to fashion, which has allowed us to develop a close relationship with the industry since 1995. Working with designers who share our values allows us to advance the creation of sustainable luxury. Heron Preston’s unique perspective on sustainability and the way he approaches the subject through the lens of culture make him an exceptional partner for this project, “said Bettina Fetzer, vice president of communications and Mercedes-Benz marketing.
All rights of reproduction and representation reserved.
© 2021 FashionNetwork.com