The reason for the comprehensive offering with H&M (and for including so many of her greatest hits) is also because, as McCartney puts it, \u201cI\u2019m not an elitist designer, and I\u2019ve always really struggled with the fact that the majority of people who love my stuff can\u2019t get my stuff because of the price point.\u201d Plus, the ability to bring the lessons she\u2019s learned from working on her own brand to fashion houses working at a bigger scale\u2014hence her strategic alliances with multiple luxury conglomerates\u2014has always excited her. \u201cObviously, when you\u2019re working with the finest materials, you\u2019re working with innovators, you\u2019re growing mushrooms in labs, the price points are higher,\u201d she continues. \u201cBut my goal is to infiltrate from within, and to show people that they can work this way. Why do you think I went into bed with Kering and LVMH? It\u2019s like, if I can do this, you can do it. I feel like I\u2019m almost like a research lab to show people that you can<\/em> do this, at every level.\u201d<\/p>\n Indeed, what is most astonishing\u2014as H&M\u2019s top creative advisor and designer whisperer Ann-Sofie Johansson tells me while leafing through the racks of clothes before McCartney\u2019s arrival\u2014is the level of care that has gone into making every piece as responsibly manufactured as it can possibly be. There are labels proudly displayed next to every piece that outline the materials used\u2014organic cotton and silk, circular viscose, wool sourced from farms with strict animal welfare guidelines, textiles made from recycled feedstock\u2014as well as information on the various innovative fabrics and techniques they tapped to make it all. \u201cWe have a third-party certification on many of them, so it’s not like we\u2019re just saying it,\u201d Johansson notes. \u201cWe work with a whole range of different outside organizations for that.\u201d<\/p>\n Photo: Sam Rock \/ Courtesy of H&M<\/span><\/p>\n<\/figure>\n Photo: Sam Rock \/ Courtesy of H&M<\/span><\/p>\n<\/figure>\n<\/div>\n It would be easy to dismiss the efforts of a retail giant like H&M\u2014whose business model, some would argue, is fundamentally incompatible with sustainable principles\u2014to do all this. But at a moment when a vast number of brands have rolled back their sustainability efforts (many for political reasons), it\u2019s cheering to see a retailer double down on those efforts: Alongside the collaboration, H&M is launching an Insights Board with McCartney to further that conversation, and by 2030, its target is to be using 100% recycled or sustainably sourced materials. \u201cWe have some tough goals, but we\u2019re continuing with our goals in a very transparent way, and we\u2019re trying to make it as big as possible,\u201d says Johansson of applying the lessons learned through their partnership with McCartney to the brand\u2019s projects more widely. \u201cSome of the things are harder to scale, but we can apply it, of course, to more of our collections. That is usually how it works for us: We do it for a smaller, more limited [offering], and then we can scale it up.\u201d<\/p>\n As for how McCartney sees it: \u201cThe reason for me to do it is to go, okay, let\u2019s start a conversation,\u201d she says. \u201cYes, this is fast fashion: it\u2019s not perfect. Often, it\u2019s shit, but we can<\/em> make it less shit\u2014sorry for my language. We can make positive progress. It can be better. That makes me so excited.\u201d<\/p>\n<\/div>\n![\"Image](\"https:\/\/assets.vogue.com\/photos\/69dfc686ea6a06f6fb9e8e30\/master\/w_1600%2Cc_limit\/2023-H&M_SMC-PR-Portrait-A4-RGB-260217_7.jpg\"\/)
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