Fashion retailer H&M and Stella McCartney – the designer brand – launched their ‘Insights Board’ last week, with a desire for the initiative to ensure sustainability remains something fashion continues to talks about.
This is the second official H&M and Stella McCartney collaboration, with the Insights Board bringing together different voices and perspectives from across the fashion industry. Ultimately, the mission is to create a space for curiosity and listening, and keep sustainability on the agenda.
On the board are: technologist, entrepreneur & sustainability innovator Kiara Nirghin; model & global brand ambassador Amelia Gray; fashion editor & journalist Susie Lau; model, actress & founder of Gurls Talk Adwoa Aboah; and singer, global artist & activist Anitta. They join Stella McCartney, the founder of her eponymous brand, and topic experts from H&M.
Conversations from the Insights Board are being moderated by fashion industry strategist Julie Gilhart.
Last week, the board gathered for its first in-person meeting in London.
What they said:
Daniel Ervér, CEO of H&M, said: “We are excited to start this dialogue that connects different voices and perspectives from across the fashion world. The Insights Board is a unique opportunity to listen, gain new insights and explore how we can move both ourselves and the fashion industry forward.”
McCartney said: “Fashion has an opportunity to lead with honesty, transparency and a willingness to challenge itself. That’s what excites me about the Insights Board. It’s about listening and learning, not just from the voices around the table, but from the communities they represent, and keeping sustainability front and centre in a way that sparks real dialogue and, importantly, hope for change.”
Nirghin said: “Fashion is at a fascinating crossroads where science, innovation and creativity can come together to drive real change. I’m excited to join the Insights Board because it creates space to explore bold ideas and new solutions that could accelerate the industry’s transition toward innovative materials and systems.”
Gray said: “For my generation, fashion is about more than style – it’s about values and transparency. Being part of the Insights Board feels like an opportunity to be part of a conversation that’s shaping the future of the industry and making sure sustainability is part of that journey.”
Lau said: “Fashion thrives on dialogue, critique and curiosity. What draws me to the Insights Board is the chance to question assumptions and explore how sustainability can move beyond slogans and become something embedded in the culture and everyday practices of fashion.”
Aboah said: “When people come together with openness and purpose, powerful change can happen. I’m excited to join the Insights Board because it’s about connecting different perspectives and exploring how fashion can develop while remaining a space for creativity and self-expression.”
Anitta said: “Fashion is a language that connects people all over the world, just like music. Being part of the Insights Board conversations is exciting because it shows how culture, creativity and responsibility can come together to inspire new ways of thinking about the future of fashion.”
H&M and Stella McCartney want the new board to address a variety of themes, and to approach sustainability within fashion from different angles – such as materials, circularity, innovation, and communication. The meetings are taking place with the goal of identifying clear outcomes and tangible action steps.
The initial conversation in London focused on the different facets of sustainability today, how they are reflected in the online conversation, and how they influence customer behaviour.
The importance of relevant, accessible, and transparent communication about materials used in products and brands’ sustainability performance was a key focus of the discussion. It was concluded fact-based communication differentiates brands with genuine and tangible commitments and can bring sustainability back to the forefront for customers and across wider industry conversations.
Read the latest from H&M Foundation on Green Retail World
[image credit: H&M Group]
