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Para el lanzamiento de su nueva colección para H&M
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04:52And I, on the whole, say no, because it's not normally the right partner with the right set of kind
04:58of belief systems or standards that I would want to partner with.
05:01But back then, 20 years ago, I was like, I would be interested in doing it because, but only if
05:09you stipulated, you know, I stipulated a very clear list of requirements and they were all around sustainability.
05:13And it was like, you know, everything has to be this or I'm not going to do it.
05:17And it was very much a concept that I've led in my career, which is very much infiltrating from within
05:22and having conversations with people that are like the devil, in a sense, and then trying to change them into
05:28shifting in a cleaner way of working and a more conscious way of working.
05:33So when we did it 20 years ago, these guys did it like and I came to the collection quite
05:37an eclectic way.
05:38I designed everything fresh. It was a stellar wardrobe, but it was all brand new.
05:42A lot of vintage pieces. This was a piece from like my one of my vintage pieces I had collected
05:47years before, and they managed to their credit to deliver on the sustainability and it sold out in seconds and
05:53it was headlines, a huge success.
05:54But what I love about this and one of the reasons I said yes to coming back after all this
06:00time was that H&M didn't just leave it there, which I think a lot of other people could have
06:04done.
06:05They could have gone, okay, great. We've used her name. She's made us look good in sustainability and now we're
06:10not going to practice it anymore.
06:12And to their credit, they've continued to do so. So that was one of the big reasons for me to
06:16want to come back and do it again.
06:18A big time, because this is two decades of innovation at H&M. And I know at H&M there's
06:23a huge sustainability team.
06:26Can you tell me about some of the innovations that have happened? Because this collection itself, we'll go into the
06:33detail of the innovation, this connection itself, because it's amazing the materials that have used, but what have you been
06:39really excited about?
06:41I mean, one of the reasons why we collaborate again is to show what progress we have made during these
06:4620 years and that Stella was, you know, she inspired us to be better.
06:51We started with organic cotton. And also, I think when we saw that Stella, a high-end brand could, you
06:56know, what she thought about sustainability and what you wanted to do, we thought that we had to do that
07:02as well also.
07:03So starting with organic cotton and a few years after that, we were the biggest buyer of organic cotton and
07:08today all the cotton we use at H&M is actually organic or recycled or better sourced cotton.
07:13Which is huge. Yes. It's massive. And what I love about this, again, is when we came to this, and
07:20we're going to talk about how many things in the first collection, we did organic cotton, we introduced all these
07:26ways of thinking from Stella and we passed that into H&M, but there were things that you couldn't do
07:31then.
07:31So when I, you know, we had some crystals on things, and I was thinking when I looked at this
07:35today, we've got 80% recycled glass in these crystals, but then it wasn't even a conversation.
07:40Those just would have been crystals. They would have had lead, they would have not been recycled glass, because you
07:44didn't even know then.
07:45And there certainly weren't any suppliers that you could support or buy into. But what I love about this now,
07:51I was like, obviously, we're going to do better and do more as part of the kind of agreement to
07:56do it.
07:56But I was also like, I really want you to look at these suppliers, because I want you to give
08:00them a business opportunity and swap out some others, you know, because it's meaningful.
08:05When H&M put in an order, it can be life changing for an innovator.
08:09But also, we shared a lot of the same suppliers, so it was amazing.
08:12And I was just like, wait, you're already using them? Like, it was a really wonderful learning experience again.
08:18Yeah, we are a big company, so, but I mean, we can make a big change and we want to
08:22be part of the solution.
08:23And then also teaming up with Stella again, we can really show what, yeah, the progress we've made and what
08:29is still left to do also.
08:31But it's important to talk about this in a transparent and open way.
08:34Make it look sexy.
08:35Yeah, look, yeah, and also show what, I mean, how great it looks also, you know, stay in recollection like
08:40this, it's beautiful.
08:41It is so beautiful. And I'm going to pull some pieces out of the collection in a minute, we can
08:45look at them in detail.
08:46But it's also, I thought, this is a great collection where you want to read the label.
08:50I know.
08:51And I was looking around, I thought, actually, there's like literature with this, that it's so interesting to read these
08:56labels and the composition of the fabric.
08:58Yeah.
08:58That alone is going to educate a whole generation to go, hang on a second, what makes this different from
09:05what I would buy elsewhere?
09:06And the crystals, as you say, I mean, this collection is so fun.
09:13There are the real Stella codes, the tailoring, the shoulder, the cottons, as you say, those breezy cottons, but there's
09:20a hell of a lot of amazing evening wear.
09:23Yeah.
09:23And it's so hard to do evening wear sustainably, isn't it?
09:26Yeah, I think for me, I came at it and I really wanted to make it quite gender fluid.
09:31Yeah.
09:31Because I take men's suits all the time.
09:34So I'm like, anyone can wear it.
09:35I definitely wanted to have a solution driven wardrobe.
09:38So it's a real sort of the superstars of Stella and the icons.
09:43And I, this time around, I was like, I'm going to do this because I really want to, I want
09:47a wider audience.
09:48It's one of the reasons I did it in the first time around, but I want a younger, wider audience
09:52to have access to my stuff.
09:53I hate how elitist my industry is.
09:56I've always gone against who I am as a person.
10:00I hate that working in a sustainable way, sourcing better, growing mushroom leathers means that my price points are higher,
10:08you know,
10:08because I am sourcing and supplying and making in a much more costly way.
10:13And I can't soak it all up in my margin if I want to have a healthy business that can
10:17change business.
10:19So I've always hated that.
10:21So for me, one of the really great things here is, you know, and when the first one sold out
10:25in minutes, it was so exciting.
10:27And I see it in the street and the resale value the next day on the last one.
10:31I was like, yeah, you know, like you can buy, you can buy fast fashion and make a profit.
10:36Like I'm like, this is everything about this is good. Everything is in on message for me.
10:42And on this one, I was like, it's all about information is key, like educating people, telling them.
10:48So I was I was adamant. I was like, I want facts on all those swing tags.
10:52Like I want whoever's coming at this that doesn't know even what the word sustainable means.
10:57I want them to go, wait a minute, that's a recycled polyester.
11:01And then when I go to the other fast fashion brand, that's just polyester.
11:04Like, what does that mean? And I'm oh, no, I'm going to go back there and try and search for
11:09more of that.
11:10But also in the last two decades, there are more international kind of labeling standards that have come through.
11:16The certifications when it comes to cottons and the wool, because honestly, to feel these pieces and the silky styles
11:24are gorgeous.
11:27I know. And that's yeah, that is how far we have gotten. You know, the development has been amazing.
11:31And also working hard with our suppliers, that is what in some cases are the same, but just asking for
11:36the right things and also invest in in the suppliers.
11:39Yeah, so they can feel that we are serious about this. We have long term goals that we want to
11:44reach.
11:44And they are kind of part of that journey as well also. So then you can push for things and
11:49you know, yeah, you know, we're nudging, nudging, going, well, yeah, take step by step.
11:54And there's still more steps to take. But this is an amazing opportunity to show what we can do together.
11:59Not compromising. We worked strong on that. Absolutely. It's not compromising between, it's no compromise between fashion and, you know,
12:06like then sustainability and price.
12:09It shouldn't be that. And we make it possible for many more people to actually access something beautiful from Stella
12:14Collection, H&M Collection.
12:15Yeah, it's absolutely gorgeous. I think it's a moment as well, like for me, to do this kind of thing,
12:21I really needed to know that it would be for all the right reasons and to make, you know, my
12:27kids proud and to make me proud and to bring something that would just impact people's wardrobe in a positive
12:34way.
12:34And I don't think you're going to, you know, I know I still have my mind from the first time
12:38round. You clearly have. Yeah. So this kind of not wanting to throw things away.
12:43I think it's a mindset that's very, very important for people to start to cherish what they're investing in and
12:48have a little bit more pride and consciousness and consumption.
12:53That was exactly the word I was thinking of when you were both talking was cherishing something, but also having
12:57accessibility.
12:58Yeah. The access to a piece that you are going to cherish is fantastic. And that's where, you know, the
13:04two powerhouses coming together.
13:06And care for something. And I think if you fall in love with something, then you actually care for it,
13:10you know, and you want it to live for longer life.
13:14And one garment doesn't just have one life. We also talk about, you know, designing for circularity. It should have
13:19more lives, as you said, a secondhand value to things.
13:22Yes. So that is also one of the big, big purpose around, you know, behind our designs.
13:27It's funny sometimes for me, because I have, I get, you know, copied quite a lot in the high street.
13:32And you can get copied, you know, that top can get copied with a completely virgin aluminium chain.
13:40And yet mine's recycled aluminium chain. I can do my Falabella bag or get copied and it will be real
13:45leather.
13:45So for me, I'm like, if I'm going to do, that's why part of me wanted to do these icons
13:49and make them available to more people that they can have the pieces that are getting copied anyway.
13:54They do read stuff, they do read McCoy. But actually with it and they're sustainable rather than just copying it
13:59and not even in a conscious way.
14:03Missing the point entirely. OK, we've chatted about what you're wearing, Anne-Sophie.
14:07Yes. We've got to talk about what I'm wearing. I can't believe we haven't mentioned it already.
14:11Stella. I when I heard this was going to be in this collection, I was like basically foaming at the
14:19mouth.
14:20Well, I've got it. Thank you so much. I hear there's a great story about this. Met Gala, Liv Tyler.
14:28Tell me.
14:29Yeah, we I got asked and I got invited to the Met Gala a billion years ago.
14:35It was not I didn't even know really what it was then.
14:37And I called up my friend Liv literally like the day before. And I was like, do you want to
14:40come to this thing with me?
14:41And she's like, yeah, what is it? I said, I don't really know, but let's go and have a laugh.
14:46And I can't really remember what the theme was. It might have been. I don't know.
14:49Anyway, I went down to this store called Filth Mart in like Little Italy in New York.
14:54And I took all these these wife lovers, we call them now, like packet of three fruit of the loom.
15:01And I was like, can you put some studs here? I wrote, you know, I was like rock royalty.
15:05I got this stuff. We got the stud guns out lace up. And I was like, I need it by
15:09like five o'clock.
15:10And he was like, OK, and then got when it picked them up.
15:13And then I did my hair and makeup and I just put a pair of trousers on.
15:16And then I went to pick up Liv and she was having I was like, what are you doing?
15:19She was having full on hair and makeup. And I was like, what is that?
15:24What the fuck are you doing? Like, wait, who are these people?
15:27And she was like, I'm having hair. I'm Liv Tyler. I'm having hair and makeup.
15:29And I was like, OK. And then we went. We all have that one friend.
15:33I mean, if you look at the pictures of me, I'm like literally like too much blusher on.
15:37Cut my own hair so bad. And we went and fucking knocked it out of the park.
15:43And we were on the cover of everything. It was so funny. It was so unintentional.
15:47I love that picture. I love that picture. It was just so sweet and innocent.
15:50I want my life to be like that again.
15:51But what I love, my proudest moment is we were like every we were the Halloween costumes that year.
15:56No, I remember my for everyone suddenly was there with a glue gun.
16:00Yes. Getting involved.
16:01A lot of people doing that. Yes.
16:04But to be fair, I'm not trying to put you out of any sales or anything, but you guys can
16:07do this at home.
16:08Come on. Seriously, don't let me down. Don't let me down.
16:11I need people to do your own kind of rock royalty t-shirt.
16:14Yeah, be creative. Be creative.
16:18Well, my version I did at the time was not as good.
16:21You know, I remember doing it, actually, and it became like a whole thing.
16:24And I remember that next season, I was I was then at Chloe in Paris and I was doing all
16:29the fittings with all the models.
16:30And Giselle walked in. She just started. Giselle had just started a couple of years and she had the knockoff.
16:36She had a run. I was like, she's that. And she walked in with her like a knockoff kind of
16:40family.
16:41I know. I hope you still have that.
16:43Because we know you're watching. That's the circular economy.
16:47No, it's fabulous. And I thought you look red hot, actually.
16:50You didn't have too much budget and you look red hot.
16:52I was looking at this picture again today. Also the sexy trousers.
16:55Yes.
16:57They're looming somewhere nearby.
16:59We've got a different version of denim with the cut-up.
17:02Love those. The rule with those is don't wear underwear.
17:05No, you can't. But I mean, that's the general.
17:08Is that anything?
17:09Wait, have you got underwear on?
17:11Yeah, I'm actually wearing enormous knickers today.
17:15Massive pants.
17:17Why, whenever I see Stella, does our conversation go in these strange directions?
17:21I'm filthy, I'm filthy, I'm filthy.
17:23If you're lucky.
17:24Stella, I'm changing the subject.
17:27Stella, your suit is very similar to a suit in the collection, which I'm going to pick it up.
17:31Yeah, I know, it's a bit too similar.
17:32I'm like, this is the real deal.
17:34And then we've got the very close to it real deal.
17:37I know.
17:39When these came in, honestly, all my designs, we were a bit like, should we just give up now?
17:42Like, what the hell?
17:43I love this.
17:44It looks great.
17:45I can't believe it.
17:47The hanger appeal is not all that, actually.
17:48Get on your body.
17:49I feel like you guys are giving this away.
17:51It's a gift.
17:52It is a gift.
17:53That was great.
17:54It's such a great gift.
17:55It's such a great gift.
17:56This is the first time I've been on a boat.
17:58Stella always loves to make me try things on, but the first time we've done it on a boat.
18:02On a boat.
18:03On a boat.
18:04Without rocking boat.
18:0520 tequilas in your system.
18:06I was going to say, hopefully not enough.
18:07You're not pissed, are you?
18:08No.
18:10It's literally mid-day.
18:12Yeah.
18:13Okay.
18:13That's great.
18:15We could be sisters.
18:16I know.
18:17We could be sisters.
18:18Responsible.
18:19Responsible.
18:20Yeah, a fraction of the cost.
18:22Responsible rule of standard.
18:24Look at this.
18:25I think, also, the great thing is it'll last you.
18:28You know, like, for me, I really wanted these designs to just stay in your wardrobe.
18:33I mean, that great suit is forever.
18:34You can wear that.
18:34Your soon-to-be boyfriend can borrow it off you.
18:37The comedian.
18:38Yeah.
18:39Can we, Victor, can we actually throw Stella off the couch now?
18:43I don't want to reveal any secrets on the video.
18:47Okay.
18:48The trousers.
18:49The pants to this suit.
18:51The knickers or pants?
18:52The pants.
18:53I know.
18:54The Americanisms.
18:56I think, also, the idea of just being...
18:59I designed it very much to be interchangeable.
19:03Like, I styled every look.
19:04Because I think that it's...
19:05One of the main things about being one of the very few female designers designing for women in this day
19:11and age is that I like to try and make life a bit easier because they have empathy.
19:15I'm like, it's not, you know, we're in a rush.
19:17It's like, what are you going to wear?
19:18Yeah.
19:19How do you...
19:19How can you trust the people that, you know, that you're buying into?
19:24We're talking about solutions and convenience, really.
19:25It is.
19:25You have to have a look, you know.
19:27There's a little three-piece suit as well.
19:28The black one with the little waistcoat is so good.
19:30I love the waistcoat.
19:32Yeah.
19:32With the jeans.
19:33Yeah.
19:34It's that Bella Deed moment.
19:36Those are also super nice.
19:36I just thought these...
19:38What do we actually call it?
19:39Do I say...
19:40I don't want to say pleat.
19:40There must be a pants for that.
19:42It's good with the belt.
19:43You have the belt, actually.
19:45I love it.
19:45We did Viva belts.
19:46Yeah, we did a belt.
19:47I insisted on the belt for that pant.
19:50And the Falabella.
19:51The Falabella.
19:52Yes.
19:52I carry a Falabella, but my Falabella's in the other room.
19:56But this...
19:57Tell me about this chain, because it's very light.
20:01It's aluminium, right?
20:01Yeah.
20:0295% recycled aluminium.
20:03Well, they're great.
20:04It's 95% recycled aluminium, which I can't imagine any other luxury brand is doing that
20:09other than me, and certainly not many more accessible brands like yours.
20:15But I think it's 100% recyclable as well, which is great about aluminium.
20:19So...
20:20But this was...
20:21I did this in my collection a few years ago, and I cannot believe how well you guys made
20:27it.
20:27It's so soft.
20:28It's really soft.
20:29It took me so long to figure that out, to get that chain in that thing, and it didn't
20:33look like shit.
20:34It's crocheted on, which it took us a while.
20:37It was a little bit of trial and error, but a little bit angry.
20:39It came really well.
20:41And also the lightness of the chain, because otherwise it would be too heavy.
20:44I'm angry.
20:44It's so good.
20:45This braiding.
20:46It's super nice.
20:47And we'll have a top like that also, a black top then also.
20:50I love it.
20:50Do you know how I wear this?
20:52You buy one size up...
20:53Would you wear knickers with that?
20:54I would definitely not wear knickers with this.
20:56The next time we're on a boat, I'm going to be wearing this with no underwear and having
21:00a margarita.
21:01Yeah.
21:02That is beautiful.
21:02I buy this one size up and have a bit of...
21:05Yeah, yeah, yeah.
21:05A bit of louche next to it.
21:07Yeah, absolutely.
21:08I love it.
21:08It's so soft.
21:09And the great thing about that, that's a pair of flip-flops on the beach.
21:12I know.
21:13It's a pair of heels and a smoky eye at night.
21:15It's a day-to-night.
21:16I love that also, the day-to-night thing.
21:18Comfy as well.
21:19Yeah.
21:20Where are my other...
21:20And not killing the planet.
21:22No.
21:23Exactly.
21:23Or its creatures.
21:24Yeah, those cotton pieces.
21:26Recycled.
21:27Sorry, Estella.
21:28Recycled glass glitter.
21:29Organic.
21:30100% organic.
21:31Is this all the recycled glass as well?
21:33Isn't that amazing?
21:34What I love about this...
21:35And it looks so good, because it's such...
21:37I don't know if you see it now, but the light...
21:39I mean, in the light...
21:40Can you tell that we're excited?
21:41It's so glittering.
21:42It's so glittering.
21:42We're all so excited.
21:42You have to swing it a bit, so you can see how it actually...
21:45We're talking over each other, because...
21:46What I like about this...
21:47See, I've got the original.
21:49Yeah.
21:49And what I like about it...
21:50No, but I'm like that, in your suitcase.
21:52And it looks better.
21:54Just...
21:55It's so good.
21:56Just crunch it.
21:57It's good.
21:59Like, make it...
22:00Give it life.
22:01Yeah, yeah, yeah.
22:01Give it life, as you said.
22:03The colour is also really gorgeous.
22:05The colour's good.
22:06It's a great colour.
22:07These gorgeous, like, muted...
22:09And that, with a pair of foot cloths, with nothing...
22:11And no nickels again.
22:14I know.
22:15And wear it as a dress.
22:16I love it.
22:17Wear it as a dress with our belts.
22:19Wear it as a dress.
22:19Or with a belt.
22:20With a belt.
22:21Yeah.
22:22Let's get our...
22:23Where's our belt?
22:24We've got any belts?
22:25We have a belt.
22:26We have a belt.
22:27Well, we're asking for a belt.
22:28The shimmer on this is amazing.
22:30It feels incredible.
22:31The shimmer is...
22:31Yes.
22:32It's so good.
22:33To think that it's recycled glass, it's like...
22:35A flip.
22:36Yeah.
22:36I love it so much.
22:39We've also got to talk about this red dress.
22:44Because I just...
22:44When I saw this...
22:46Again, you need to get your kit off and put it on.
22:48You need to see this one on.
22:50I'm going to hold it up.
22:51This has got a little shoulder pad, which is great.
22:53And a lot of fabric going into it.
22:57And a kind of puffiness.
22:58It's gorgeous.
22:59You know...
22:59Sexy.
23:00I'm going to take this back to my seat.
23:01I had a little bit of a struggle with that as well, also.
23:02But it's really beautiful.
23:03The patterns were important.
23:05Oh, too late with the belt.
23:07Unless you want to put it on...
23:07We love a belt.
23:08Go on.
23:09I love this.
23:10Because isn't it funny that something as simple as a belt can be so ecologically harmful?
23:16Because...
23:16Well, it's not easy to get a good belt.
23:20And it's very hard to get a good vegan belt.
23:22Exactly.
23:23Where you're not killing cows and you're not killing people with cancerous toxins.
23:28Chromium.
23:29All these nasty things that go in.
23:30I love how minimal.
23:31It's a man or a woman or anyone else's.
23:34But a dress anyway.
23:35And that is also garment to garment.
23:37Or textile to textile.
23:38Recycled polyester.
23:39Which is also the best recycled polyester.
23:42Yeah.
23:42Because then we take...
23:43The fashion industry takes responsibility for its own waste.
23:46Yeah.
23:47So it's just gorgeous also.
23:51With that jacquard and the dot thing.
23:55Exactly that.
23:55Can I talk about this though?
23:57Because when I first saw this in real life today.
24:00Never turns to the camera.
24:02It's such a good red as well, if I may.
24:04It's a beautiful red.
24:05She's a totally pure fire engine red.
24:08Yeah.
24:09But also I thought she reminds...
24:10I could see like an amber in this.
24:13Yeah.
24:13Like all your muses.
24:15Absolutely.
24:16And your girls.
24:17Your women who look fabulous in it.
24:20And actually I've had a little sneak peek of the campaign.
24:25It's good.
24:26It's really fabulous.
24:27Yeah.
24:27And there's a few amazing people in it.
24:29We've got Angelina Kendall.
24:31Tell me about the campaign and how this came together.
24:33That moment.
24:34Are you okay?
24:35Well we worked together.
24:37Yeah.
24:37On a concept that was sort of befitting of the partnership.
24:42Mm-hmm.
24:43Wanted to have messaging in there.
24:44Wanted to have some whimsical, not too heavy, a bit joyous, a bit loving.
24:49But also for me casting is kind of everything.
24:52I lean into real women that I think have something to say.
24:56So having Angelina in there who I've worked with on loads of shows.
24:59She's got a great sense of humour.
25:00She's hilarious and she's incredible.
25:03She's like, you know, I want to be her.
25:05Yeah.
25:05And I want to be Adawa.
25:07Yes.
25:07And I wanted Adawa.
25:08I want to be them all.
25:09I want to be them all.
25:10And I'm a really great friend of Rene's and I really wanted to bring her in.
25:13She's just like, you know, sort of blowing up right now.
25:17And I'm so excited to have her in it.
25:19And I just love the kind of the cross conversations of that group of women.
25:24Really strong women.
25:25Yeah.
25:25And really kind of, you know, they have something in the gaze and the eyes and the look at you.
25:30It's like intense.
25:31They're not fucking around.
25:32No.
25:33No.
25:34Yeah.
25:34They're carried off.
25:35And it's shot by Sam Rock.
25:38And I just thought it had this breeziness.
25:40It's really cool.
25:41It's almost bringing it down to this essence.
25:44And this is an interesting moment, Stella, where you've looked back 20 years, you know,
25:48what that collaboration meant then.
25:50It's a milestone moment.
25:51But I think this energy and this youthfulness, whilst also having a wardrobe that is so versatile
25:58for if you're working, if you're partying, if you're on holiday, if you're at home, it's
26:02like there's so much in here.
26:03And remembering that nature is part of the conversation.
26:06We're co-inhabiting the planet.
26:08So the campaign we wanted to bring nature in, this kind of concept of city life, country
26:12life, you know, which is very much my brand.
26:14Very British.
26:15There's like a Britishness to it in some way.
26:18And this, yeah, like a little bit rarer and a little bit more emotional.
26:22I think there's more emotion.
26:23You can tell there's a human touch in it.
26:26Yes.
26:26Really feel this proximity.
26:28I just thought you've got this great cast.
26:30Renee Rapp as well.
26:31I think I saw her at your show.
26:32She was at your show, wasn't she?
26:33Yeah.
26:34She's just looking great right now.
26:36Yeah.
26:37She's gorgeous.
26:38Well, she's just brilliant.
26:39I just love her.
26:40She's funny.
26:41Like I hang out with her.
26:43I'm going to see her actually in a couple of days.
26:44I just, I just enjoy her company.
26:46And I'm a big advocate of women and supporting women and their success.
26:51So I love that they're supporting us in being the campaign, but we're supporting them.
26:55Like it's a wonderful thing to try and elevate people and, you know, and cross pollinate, I think, different worlds.
27:03That's so true.
27:04True.
27:04And Sophia, when you embark on this with Stella again, like the sequel, you don't just get Stella, you get
27:10the girl crew.
27:12Yeah, yeah.
27:12You get all these, this sort of amazing world of women that come with it.
27:16I love that.
27:16It's fab, isn't it?
27:17I love that.
27:17And as you said, Stella is one of few women designing for women.
27:21And it's so important, I think, to support them and to lift women wherever we can, you know, do that
27:27and be able to do that, I think.
27:28It's exciting.
27:29I'm really proud of what we've done.
27:30Like at the end of the day and just the basic, I think the product looks amazing.
27:35Yeah.
27:36And I've been very factual and informative with H&M about what the product is.
27:40So you're saying like you want to read those swing tags.
27:42Like to me, I'm like, this is a conversation that people can be cynical about or they can be positive
27:47about.
27:48But at the end of the day, we are just, these are the facts.
27:51So this is, you know, this is better than anything you are going to get ever anywhere in the world
27:56today from a collaboration like this.
27:59You know, and I'm really proud of that.
28:02And we can inspire people, hopefully.
28:04Yeah.
28:04Make people curious when they read that and see what we can achieve.
28:08Yeah.
28:08I think that is also...
28:09And there's no compromise.
28:10There's no, like, you don't have to sacrifice any style for sustainability.
28:15Like you can look proud and amazing and be who you are through what you wear.
28:20Yeah.
28:20And I think it's really important when you support also a brand like, oops, sorry, when you support a brand
28:25like Stella,
28:25because we're not a massive brand and we're really trying to do good in our time here on the planet.
28:30Like that's my purpose.
28:32And I think that when you buy into this, you're buying into quite a strong statement about who you are
28:38and what choices you're making as a consumer.
28:39And I think that's an important thing to not be lost here because it is fashion and you can get
28:44lost and you should escape into it.
28:46But at the same time, you should be aware it's one of the most harmful industries to the planet.
28:51And I'm trying to bring that awareness with you guys to the conversation.
28:54Yeah, raise awareness is also one of the kind of key things, I think.
28:56Big time.
28:57Raise awareness.
28:58Big time.
28:59Big time.
28:59I think also as consumers, you know, shoppers can feel very powerless.
29:05Yeah.
29:06They can think, okay, I want to look great, but how do I do this better?
29:09And, you know, with every turn, it can seem like you're reaching a dead end of something that is super
29:14harmful.
29:14So to have this as a very clear statement of, hey, this is better.
29:19This contains recycled glass.
29:21And I get it all the time.
29:22People are going all the time, going, I love your stuff.
29:24I want your fellow, but I can't afford it.
29:25No.
29:25And it breaks my heart.
29:26Yeah.
29:27So it's like, okay, hopefully.
29:28And this is not the cheapest of the cheap, because there is a price that comes to doing anything good.
29:34With the innovation.
29:35But, you know, this is an access area for all, I hope, or certainly for a lot more than normal
29:41with me.
29:42So I'm, you know, I'm excited.
29:43And also coming into that, you're being super generous also with your kind of, you know, like the...
29:46Your black Della thing, you know.
29:48Yeah.
29:50So we're really happy with that.
29:51They've given you some really good pieces.
29:53Can we do this as well?
29:55Yeah.
29:55They were like, we have this.
29:56I'm like, absolutely not.
29:57And it was like, no.
29:58Stay.
29:59Stay away.
29:59Behind your line.
30:00And then we got something else.
30:02But I think that was also part of the conversation.
30:05And I think that is...
30:06Yeah.
30:06Yeah.
30:07Elite.
30:08Well, hopefully when people...
30:10We talk about rip-offs.
30:12Hopefully people are going to come into stores, see your swing tags and go, hey...
30:17Yeah, I'll rip that off.
30:18Oh, this is...
30:18You know what I mean?
30:19I'll look at that and be like, hey, we can actually...
30:21If this becomes an industry benchmark, where a consumer can walk in and say, I know exactly
30:26what's in here, like we look at the ingredients of our food, that in itself is a huge triumph,
30:32let alone the quality and beauty of this collection.
30:34It really feels sublime.
30:36It's gorgeous.
30:37Thank you.
30:38I've got a few questions, pre-submitted questions.
30:43I'm reading these with you for the first time.
30:45Okay.
30:46To Anne-Sophie, this is the first time you've collaborated with a designer for a second time.
30:52We've touched on this a little bit, but what made you return to Stella McCartney?
30:57And what's the most important thing that you've learnt from Stella that you've translated to H&M?
31:03I mean, Stella is a great designer.
31:06So we wanted to revisit because it's 20 years since we did the first collaboration.
31:11And as we said already, I mean, we wanted to see or to show really the progress we made
31:16through the years and also to show that it is actually a journey.
31:22It sounds really daft, but it's a journey kind of thing.
31:24We take it stepwise, but we don't give up.
31:27We have so much more to accomplish, but we also accomplished quite a few things as well.
31:31But also, I think it's because we said that sustainability has fallen off the agenda a little bit now.
31:38Nobody seems to talk about sustainability any longer, including H&M.
31:42Also, it's a little bit of fear to talk about it and how to talk about it.
31:46And we just thought it was great to team up again, join forces and actually put it back on the
31:51agenda and continue, you know, to keep that conversation going and to also address it, as I said before, in
32:00a very transparent and kind of authentic way.
32:03And how can we, you know, be better together? We know that we have to work together with brands like
32:08Stella, but also the whole industry to become, you know, like more sustainable and to secure the future, I think.
32:14It's hard, isn't it, because it's one of those words that can get in itself, the word can get really
32:20fatigued.
32:21I know.
32:21So it's constantly having this idea that sustainability is linked to learning and innovation and understanding, isn't it?
32:28Hopefully it's progressive.
32:29That's what I thought when I saw the elements of this, the recycled glass, that the depth and breadth of
32:36the thinking that's gone into the materials is so progressive in this, that it's exciting.
32:42It's giving, you know, it's giving an edge of excitement and hope back to the word sustainability, which can be
32:49a bit rung out and fatigued.
32:50And what I learned from Stella, I think what we all learned, was like resilience, that you are continuing.
32:59And I think that is also so admiring, I think.
33:03I mean, it's very, it's also inspiring.
33:05And we admire you for that as well, also, because you are one of the few, if not only in
33:11the high-end, you know, high-end era of fashion that actually pushes for sustainability and consciousness.
33:18And that means a lot. So, yeah.
33:21I love that.
33:22I love that.
33:23This is a real moment on the couch today.
33:25Stella, we're going to make you well on, aren't we?
33:28Letting it land.
33:28I think that, yeah, I think the reason for me to come back after 20 years is that there's still
33:34so much work to be done.
33:36And if I don't do it with you guys, these conversations won't be had and other designers aren't going to
33:42stipulate a way of working in these collaborations.
33:45They're just not, you know, and that's, you have to, in order to make change, I'm a believer you have
33:52to infiltrate from within.
33:53You have to have a positive solution.
33:57And I think that's what this is, you know, working together.
34:00And I think tapping into the scalability of someone like H&M.
34:03For me, you have to swap out bad business for good business.
34:06And if these guys have already got some of the same suppliers, but if I can teach them some new
34:11people and they can go, you know what, we're only going to use the 80% recycled crystals now.
34:15So, we're going to have a rule that we don't use virgin.
34:17Like, those are the kind of moments that you can actually make meaningful impact and change businesses and then hope
34:23to change laws.
34:24Because, you know, if laws and policy aren't changed, most businesses aren't going to change just because they want a
34:31cleaner planet.
34:32They, you know, they have a bottom line.
34:33They have mouths to feed and they have wages to pay.
34:36So, I think if you can show that this can be scaled and that you don't sacrifice on any quality
34:42or, you know, for kindness, I think it's a really important business moment.
34:47And I think a very important conscious consumer moment too.
34:53I mean, we've touched on the accessibility of this.
34:56This is stellar refinement, stellar quality at, you know, through H&M at this accessible price point.
35:03I also think there's designers and makers that are going to look at this and go, wow, they really did
35:09that.
35:09Yeah.
35:10They really made that.
35:11That happened the first time around for sure.
35:13Yeah.
35:13I mean, this still like crazy that you, you know, then I couldn't believe the beadwork.
35:19I've said hard work.
35:20And it's lasted 20 years.
35:22Tell me fast fashion that lasts 20 years.
35:24Seriously.
35:25I think that's like an incredible achievement.
35:27And it looks brand new.
35:28It does look brand new.
35:29The color is like zinging.
35:31It's amazing.
35:32This is quite a good question.
35:34Do you remember a specific image, feeling or moment from the 2005 launch that still lives with you today?
35:41And did that somehow find its way into this new collection?
35:45Is there something that stood with you?
35:47Actually, how did you two first meet?
35:49I'm going to hijack this question.
35:50Yeah, I can't remember.
35:51I mean, we didn't meet during the first.
35:53Yeah, the first one.
35:53Because she was still working in the shop at Piccadilly.
35:56Yeah, yeah.
35:57Yes.
35:58Or was again at another shop.
36:00You moved into the business department.
36:02So it was my predecessor.
36:04So we didn't meet then.
36:05So we actually meet for this collaboration.
36:06So it wasn't that long ago.
36:08Yeah.
36:08But I mean, Stella is such a cool person.
36:11I mean, I followed you for such a long time since that t-shirt.
36:16She is cool.
36:17You know, that was it.
36:19Yeah.
36:19Yes, she is.
36:20Yeah, yeah.
36:20We hadn't.
36:21This is the first time we'd worked together.
36:23Yeah.
36:23Because I remember the lady last time.
36:25Yeah, yeah.
36:25I remember very vividly working with Margarita.
36:27Yes.
36:28And her being very, you know, very supportive of working in this way.
36:33And I'd never experienced that before.
36:35So they were like...
36:35I was truly on my own in this conversation.
36:37And it was a very, very undefined words.
36:41Like then those words weren't even invented.
36:44No.
36:44And now they're overused.
36:45New glaze over.
36:46We didn't have words to use.
36:47There were no...
36:47No.
36:48There wasn't really a language around it.
36:50And I remember Margarita.
36:51I remember going through the rail actually when we started to get to the final stage.
36:55I remember looking at some of the camisoles.
36:58Yeah.
36:58It was a lot more.
36:59It was a lot of work then because there was so much more to have to fight through.
37:03Like the, it was very...
37:05Yeah.
37:05And so the kind of...
37:06And also brand new things, as you said.
37:07Yeah.
37:07Brand new things.
37:09But the material, you know, getting, getting sustainable product, you know, meterage was
37:15very much harder then.
37:16So that's a positive shift.
37:18So did you buy this then?
37:19Yeah.
37:20I love that.
37:22Lined up.
37:23People swanning around these days.
37:24How much did you get of the collection?
37:27Did you get everything you wanted or you only allowed a couple of pieces?
37:29No, I didn't get, I didn't get a suit.
37:31I wanted a suit, yeah.
37:32I love that Anne Spieth held this memory.
37:35That's why we've done this suit for her.
37:37No, but I didn't.
37:38But I got a few pieces there.
37:39But I think this was actually the last one, you know.
37:42I took it from, yeah, I took it from the rail from...
37:44Somebody had tried it on, I think.
37:46Did you have a little bit of a bust up?
37:47You know, you have a trick.
37:47You go to the fitting rooms and then people might...
37:50Did you lick it off someone else?
37:51Oh my God.
37:53Oh my God.
37:54Oh my God.
37:54Carol's watching.
37:55Carol's watching it back home in Stockholm.
37:57And she's like, I knew that was on my rail.
38:00That would be so brilliant.
38:02Have you ever, have you ever seen the feeding frenzy first hand?
38:07No, but we were just saying, I've decided we're going to do double glass and I'm going to put an
38:12earpiece in.
38:13Yeah, yeah, yeah.
38:13Or I'm going to put on a, I might put on a disguise and go in.
38:17I might beard up for it.
38:18I've got a separate red bob wig.
38:21I might take you with beard and an earpiece and then like a double glass.
38:26You look at somebody's bodyguard.
38:27I'm actually, I've said to my guys today, I'm like, can you book out a bit of time on that
38:30day?
38:31Because it'll just pass me by.
38:32I'll be busy doing a fricking vegan shoe or something.
38:35I can't miss it.
38:37I'm going to have to put it in my diary.
38:38No, I'm going to.
38:40I'll do it with you.
38:41Let's do it together.
38:41I would hip flask, beard.
38:45They might not let you in.
38:46They might not let you in.
38:48And they're like, who's this shifty?
38:49Who's this shifty bloke?
38:51I want to do the queue.
38:51I know, robbing everyone else over there.
38:54I'm in a queue.
38:55You need a different accent.
38:57I'm in a queue like the commonest.
38:58How's your West country accent?
38:59I'm going to do, I'm going to queue.
39:00No, I'm going to go for, I'm going to be exposed when I queue.
39:02I'm going to do like, going to the Queen's funeral.
39:05I'm going to queue up.
39:06I'm going to be keeping it real with the real people.
39:08I'll make the BBC news.
39:10Oh, Stella, she was so humble.
39:11She queued up.
39:12And then I'm going to put on a disguise and listen out to everyone bitching it out.
39:16We're so much better at safety today, though, than we used to be.
39:19I'm actually interviewing.
39:19We're much better with safety.
39:21I love this.
39:21We've actually, this conversation has now changed into a safety conversation.
39:25Yeah.
39:25Go security.
39:26I don't want any assassination attempts while I'm viewing security.
39:29And you know, we're almost out of time actually.
39:32Okay.
39:33Right.
39:33Final question for you before we wrap up.
39:35If I made you pick just one piece.
39:37I'm going to start with Anne-Sophie.
39:38She's right.
39:39If I made you pick.
39:40Yeah.
39:40Just one piece.
39:41Only one.
39:41I'm taking you shopping.
39:42I'm like, Anne-Sophie.
39:44You've got one piece.
39:45She's relying on somebody else having the other piece on their rail.
39:50I want it all, to be honest.
39:51I love it all.
39:53Only one piece, though.
39:54I feel like this is the suit for you.
39:55No, it's the trench coat.
39:56I love the trench coat.
39:57This one?
39:58Or the other one?
39:58The raglan?
39:59Okay.
40:00I love that trench.
40:01I always love trench.
40:02What's your one piece?
40:02A trench.
40:04I think it's this.
40:05Oh.
40:06She just wants to take it.
40:07I know exactly what she's doing.
40:09We all see what she's doing.
40:11Is this the ASMR?
40:12Yeah.
40:12I just want, I just want this.
40:15I actually really want the suit.
40:17And I want the black vest, just wear bikini bottoms.
40:20Yeah.
40:21Yeah, yeah, yeah.
40:21And a barefoot or a wedge, old wedge flip-flop mule.
40:26I want a lot.
40:27I'm extremely greedy.
40:28Stella, passing it to you.
40:29What's your one piece?
40:30I've already got one of everything, so I'm all right.
40:33I'm good to go.
40:33I put that in the contract.
40:34I've got one of everything.
40:35I'm not going to have to choose.
40:37I'm going to take the position that I'm the name on the label.
40:40And no.
40:41Go for it.
40:42I want one of every single one.
40:43You go for it.
40:44I'm a greedy bastard.
40:45Me too.
40:46I follow your example.
40:47I will have one of everything.
40:48I don't know.
40:48I really like the bags.
40:49And I really like the shoes.
40:51I know.
40:52We actually didn't really dig into the bag.
40:54The shoes are great.
40:55Go grab one of those shoes.
40:56Try them on.
40:56You know what?
40:57And the jewellery.
40:58Or recycled metallic as well.
40:59I love the cherry mesh dress with the secret.
41:01Oh, yeah.
41:02That's also great.
41:03That's a chuck in your bag.
41:04Have you seen that one?
41:05Oh, I love the horse also.
41:06The horse is good.
41:07The horse hoodie.
41:08The horse hoodie.
41:08And the horse scarf.
41:10Have you got the...
41:11I know.
41:12And a white shoe.
41:13Have you seen the cherry mesh dress?
41:14Yes.
41:14That's very good.
41:15And I like all the silk scarf.
41:17Yes.
41:17But how do you make...
41:18Okay, really quickly, because we're running out of time.
41:20But how do we make this shoe sustainable?
41:22This is wild to me.
41:23You don't kill animals.
41:24Yeah.
41:25There's no dead cows.
41:26There's no dead animal bones.
41:29Glue.
41:30Yeah.
41:31There's no...
41:32None of those toxin chemicals that they use to tan the leather.
41:36Which gives people that work with it cancer.
41:38And it's sustainable because it's all...
41:40It's natural materials that then have different coatings.
41:43So they're not PVC.
41:44There's absolutely no plastic.
41:46Yeah.
41:46Which people always go, oh, but it's not a dead cow.
41:48So it's plastic.
41:49So they're always trying to...
41:50No, it's not.
41:52There's no plastic.
41:52No PVC.
41:53Super nice.
41:54With a white shoe.
41:55Yeah.
41:56Goes so well with everything.
41:57Good, aren't they?
41:58Yeah.
41:58They're so good.
41:59I was in a pair of your shoes for a very long time in Paris.
42:03They're comfy as well.
42:04It was really comfy.
42:05I know.
42:05You've also got the flat with the falabella chain.
42:09Yeah, they're so cute.
42:11She's off.
42:11Oh, he's off.
42:12Is he getting it?
42:13It's like a supermarket suite.
42:14The little slipper.
42:15It's a supermarket suite.
42:16I love it.
42:17And also inside they're so soft.
42:19Yeah, yeah, yeah.
42:20Oh my God.
42:20Here he is, here he is.
42:21I love these.
42:22Oh my God.
42:22Those are so cute.
42:23And these you can push down the back.
42:25Yes.
42:26And they're flippy floppy.
42:27I like that.
42:27But they're so soft inside.
42:29They're one of my favourites.
42:29They're one of my favourites.
42:31It feels like moleskin inside, but I know it's not.
42:34It's not.
42:35It's really good.
42:36And also this.
42:37I don't think you're supposed to put new shoes on a table.
42:39I know.
42:40Oh, is it bad?
42:41Is it?
42:41Oops.
42:41Bad luck.
42:42Oh yeah.
42:43Imagine if we all just died right now.
42:45We are on a boat as well.
42:47Because there was a new shoe on a table.
42:47We are on a boat.
42:49We've been told to stop talking please.
42:54So without further ado, the collection is fabulous.
42:58It lands in store and online globally on May the 7th.
43:01If you get your hands on it, you're very, very, very lucky.
43:04You might see me in the queue.
43:05You might see Stella in the queue.
43:07With a beard and a red bob wig.
43:10Thank you so much.
43:12Thank you.
43:13Bye.
43:14It was great.
43:15Thank you everyone.
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