H&M and Stella McCartney have launched a new Insights Board to advance sustainability discussions across the global fashion industry, marking a new phase in their ongoing collaboration.
The board held its first in-person meeting in London this week, bringing together a diverse mix of voices from across fashion, technology, media and culture. The initiative is designed to create a space for curiosity, listening, and open dialogue, while ensuring sustainability remains central to industry conversations.
The Insights Board includes sustainability innovator Kiara Nirghin, model and global ambassador Amelia Gray, fashion journalist Susie Lau, model and activist Adwoa Aboah, and global artist Anitta. They are joined by Stella McCartney and H&M experts, with discussions moderated by fashion strategist Julie Gilhart.
The initiative reflects a broader shift in the industry towards more inclusive and cross-sector collaboration. By combining perspectives from different disciplines, the board aims to explore how innovation, communication and creativity can help accelerate change.
The first meeting focused on key sustainability challenges facing fashion today. Topics included materials, circularity, innovation, transparency and the role of communication in shaping consumer understanding.
H&M CEO Daniel Ervér said the initiative represents an important opportunity to bring together diverse perspectives and drive meaningful progress.
“We are excited to start this dialogue that connects different voices and perspectives from across the fashion world,” he said. “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.”
Stella McCartney emphasized the importance of honesty and openness in shaping the future of fashion. She highlighted the need for the industry to challenge itself and maintain a strong focus on sustainability.
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“Fashion has an opportunity to lead with honesty, transparency and a willingness to challenge itself,” she said. “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.”
Board member Kiara Nirghin pointed to the growing intersection between science, innovation and creativity in driving sustainability.
“Fashion is at a fascinating crossroads where science, innovation and creativity can come together to drive real change,” she said. “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.”
Amelia Gray highlighted the importance of values and transparency for younger generations, noting that sustainability is increasingly central to how consumers engage with fashion.
“For my generation, fashion is about more than style – it’s about values and transparency,” she said. “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.”
Fashion journalist Susie Lau stressed the importance of critical thinking and cultural change within the industry.
“Fashion thrives on dialogue, critique and curiosity,” she said. “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.”
Adwoa Aboah highlighted the importance of collaboration and inclusivity in driving meaningful change.
“When people come together with openness and purpose, powerful change can happen,” she said. “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.”
Singer and activist Anitta also emphasized the role of culture in shaping the future of fashion.
“Fashion is a language that connects people all over the world, just like music,” she said. “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.”
Discussions during the London meeting also highlighted the need for clearer and more fact-based communication around sustainability. Participants agreed that transparency is essential in building trust and differentiating brands with genuine commitments.
Material innovation and circularity were key areas of focus, with conversations exploring how the industry can accelerate the use of more sustainable materials and improve recycling systems. Animal welfare and responsible sourcing were also discussed as part of broader sustainability considerations.
The board aims to move beyond discussion and identify practical actions that can be implemented across the industry. Participants are expected to continue exploring solutions and developing strategies in future meetings.
The London session marks the beginning of an ongoing initiative. As sustainability continues to reshape the fashion industry, the Insights Board is expected to play a role in influencing how brands approach innovation, communication and long-term strategy.
By bringing together diverse voices and perspectives, H&M and Stella McCartney aim to foster collaboration and inspire new ideas that could help drive the industry towards a more sustainable future.
