Tamara Holland

This is big news because it's 21 years old.

since the British designer debuted her first collection with the High Street brand.

And this is a quote unquote sustainable collection.

Yeah.

So interesting choice here.

Something that Stella herself has admitted to Vogue was a risk.

And I think we all can kind of read the subtext there.

It's a risk because Stella is a real outlier in the fashion industry and has been since launching her label for using ethical manufacturing practices, only the best sustainable materials and practices in her industry.

in her pieces and in her collections and being staunchly anti-fur, anti-leather, et cetera.

So partnering with a high street giant like H&M, you know, it's an interesting move in this market.

For sure.

To my eye, like the optics of this are a little bit, I think they're worth exploring because 20 years ago, the first time around,

I remember reporting on this or at least seeing this like when I was first interning in magazines and it was a really big deal because back then fast fashion didn't have the stigma attached to it as much as it does now.

It was, from my memory, it was quite a coup to score a high street collaboration.

So you had big brands doing that and Stella was one of the first and it was a really celebrated moment.

Whereas this time around it feels a little bit murkier.

This is the question mark.

And I was thinking about that and she did kind of address this on the front foot in her piece with Vogue, unpacking the decision to do the collection and a bit of the thinking behind it.

And she said, I thought this was really brave to admit, she said she would rather be in the room with the people making these decisions than out of it.

She'd rather influence or infiltrate from within.