Tamara Holland

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.

So by being part of the conversation with H&M and the overlords that make those sourcing decisions for the collections in future,

she can help influence who they might partner with in future and then making more ethical decisions.

That might be a bit of a clever party line because it still feels a little bit like the messaging that they needed to make this, give this a positive spin.

Imagine that if it had all been reclaimed from the stuff that was going to landfill.

Now that would have been genius.

Let's get quickly into what you can actually expect from the collection, because I do expect it to sell.

I mean, she's not being shy, Stella, about putting her brand name on these pieces.

You know, it's a bit like the JW Anderson Uniqlo collection, where he's got the logo on the sleeves of the, and you know, it's out facing.

So,