Heron Preston Reveals Back-to-Basics Collection With SS21 "K.I.S.S." Campaign
“Keep It Simple, Stupid.”
Heron Preston‘s Spring/Summer 2021 K.I.S.S. campaign further emphasizes the forward-thinking-meets-back-to-basics ethos that the brand designer has amplified in the label since early 2017. The essence of the Heron Preston line focuses on workwear, sustainability and motif-play this season.
Considering the challenges presented by the pandemic, Preston wanted to ensure that this collection cuts through all the excess and easily streamlined so that the brand’s fundamental DNA is properly represented. Heron Preston reiterates, “This collection it was really about less is more. It’s really celebrating this idea of less is more, given the circumstances that we are in, I really found it as an opportunity to refocus and realign the direction of the collections. It was really about stripping back to the best stories of Heron Preston and cutting out all of the fat.”
Though this collection is smaller, it focuses on the brand’s core strengths. Ready-to-wear apparel including raw denim jacketing and jeans, paired with slouchy trouser silhouettes, relaxed tailoring and classic shirts now cut with triangular, open backs are all part of minimalizing the collection. Black-and-white tones and neutral shades are accented with a splash of purple easing fans into the colors of the spring and summer season. A knit amethyst-hued hoodie and icy lavender-dyed wide-leg trousers are available for those who want more than just a hint of color in their wardrobe.
Heron Preston’s signature orange-tab logo is seen prominently throughout key, brand-coded accessories such as hard-sided handbags that resemble that of drill kits or field-use computer cases, the brand’s ode to functionality.
This collection is engineered with environmental responsibility in mind. Fleece and jersey pieces are fully made in organic cotton while activewear garments are treated with antibacterial technology and knitted in recycled nylon yarn. Heron Preston SS21 is evidently taking a step forward in the brand’s commitment towards pillars of energy efficiency, waste reduction and construction through innovative ecological materials.
Check out the Heron Preston SS21 campaign above.
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