H&M and Stella McCartney launch Insights Board to put sustainability ‘front and centre’

H&M and Stella McCartney have launched an Insights Board, bringing together voices from across the industry to ensure the topic of sustainability remains “front and centre”.

The establishment of the Insights Board forms part of a larger collaboration between H&M and sustainability champion and founder of her namesake brand, Stella McCartney, which was first announced in December 2025.

Apart from the board, the two companies are also collaborating on a joint collection, which will launch this spring and will spotlight certified, responsible materials, including recycled fabrics, and offer a compelling view into the possibilities of alternatives to traditional textiles.

The mission of the board, which held its first meeting in London this week, is to invite a variety of industry perspectives to the table and approach sustainability in fashion from different angles - such as animal welfare, circularity, material innovation and communication. Its ultimate aim is to find new ways for brands, and for the industry as a whole, to influence and drive change.

Board members include sustainability innovator Kiara Nirghin, who looks to drive the use of AI to find climate change solutions; model Amelia Gray, who has walked for the likes of Miu Miu and Givenchy; fashion editor Susie Lau (famous for her fashion blog Susie Bubble); model Adwoa Aboah; Brazilian singer and model Anitta, who has campaigns from Adidas to Levi's; as well as Stella McCartney and topic experts from H&M, with conversations moderated by strategist Julie Gilhart.

In its first meeting, the board members discussed current challenges in the industry and what shifts need to be accelerated to drive innovation, focusing on the need for relevant, accessible and transparent communication about materials used in products and brands’ sustainability performance. The board concluded that fact-based communication, based on genuine and tangible commitments, is what differentiates brands in the eyes of customers and what can enable wider industry conversation.

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."

Stella McCartney added: "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."

In January, H&M published its fourth quarter results, showing that it had delivered a sharp rebound in profitability, even as sales growth remained modest.