PARIS, France -  In an interview with The New York Times  five years ago, modern streetwear designer Heron Preston had aspirations to partner with the National Aeronautics and Space Administration (NASA) "emailing the first address that made sense." Last week during Paris Menswear Week, Preston no doubt accomplished his goal presenting 29 looks inspired by the government-funded space program. An upstart brand with roots to the camp of Kanye West and Off-White's Virgil Abloh, Heron Preston makes its own rules and the end consumer wins above all.

The brand's site describes Preston as "the true embodiment of an artist born of the post-internet generation." Post-internet is the operative word; Heron has become somewhat of an icon amongst youth obsessives, largely due to his genre defying approaches. His most recent collaboration with the NYC Department of Sanitation birthed a series of zero waste themed clothing and accessories that added another layer of substance to seemingly standard fare streetwear.

Atypical collaborations are a hallmark of Heron Preston and NASA is just one of a few incorporated into his Fall / Winter 2018 Menswear collection entitled "Public Figure." He also partnered with Carhartt on rhinestone encrusted track pants. With a powerful champion in Bella Hadid, who was spotted wearing the current collection en route to the presentation, Preston is keenly aware of influencer culture as one might expect given his own social circles and how vital these visual megaphones can be in shaping a brand's trajectory. 

With the NASA vintage logo emblazoned on technical outerwear, Preston is mixing a historic symbol of modernity with what is modern today. Some of Preston's signature threads remain, such as bright orange accents, the Cyrillic word for style, and even pieces that resonate with his previous DSNY "UNIFORM" project. Some looks strike a literal tone, including one with a jetpack and oversized helmet emblazoned with the American flag. Is it a commentary on national pride or a tongue-in-cheek reinterpretation of astronaut attire? Another look with a globe motif references the many places influencer culture can be seen magnified - Art Basel, Coachella, Hotel Costes to name a few - while another graphic T-shirt suggests they are everywhere with slogan INFLUENCER ALL CITY. A snakeskin print puffer is an absolute knockout while oversized jackets in denim and foliage-style camouflage offer alternative stylings for cooler temperatures. Metallic and glitter detailing pay homage to the stars in the universe perhaps as seen in a bejeweled sheer blouse, wide belt, and outer jacket bordering on hyper-thermal protection. Despite the intergalactic musings, much of the collection was ready for a more earthly jet-setting crowd. 

A final observation was the endless stream of accessories - eyewear, dangling wallets, bum bags, branded socks, caps, and scarves - perfect for a youthful spender to buy into the HP ecosystem where prices start at $1,051 for a short bomber jacket and $435 for a sweatshirt. In fact, it would seem influence does have a price tag.

Photos Courtesy of Heron Preston.