Stella McCartney Appointed Ambassador to King Charles’ Sustainable Markets Initiative at LFW

Stella McCartney has been appointed an Ambassador of the Sustainable Markets Initiative (SMI) in a ceremony at London Fashion Week where His Majesty King Charles III personally presented her with a sustainably sourced Mongolian cashmere scarf made by Erdos and embroidered with the Terra Carta seal. The announcement took place amid a curated installation hosted by the British Fashion Council that McCartney unveiled to highlight next-generation material innovators.

McCartney, who has served on SMI’s Fashion Taskforce since the organisation’s inception in 2020, said she welcomed the role and framed the appointment around action. “The Sustainable Markets Initiative is an organisation I have proudly supported since its inception in 2020, and I am so grateful to His Majesty for this recognition. For me, the most important thing about the SMI is that its focus goes beyond discussion to driving action. I am deeply honoured to become an Ambassador,” she said.

Jennifer Jordan-Saifi, chief executive officer of the Sustainable Markets Initiative, positioned McCartney’s new title as strategic for the coalition’s objectives. “We are proud to welcome Stella McCartney as an official Sustainable Markets Initiative Ambassador as we continue to accelerate the private sector shift toward circular and responsible fashion. As a pioneer in sustainable fashion, her expertise and unwavering commitment will help drive meaningful progress across the sector. Stella’s leadership is deeply aligned with the Sustainable Markets Initiative’s Fashion Task Force, chaired by Federico Marchetti, which, together with the Circular Bioeconomy Alliance, promotes regenerative practices and supply chain transparency through digital passports. Together we are joining forces to put Nature, People and Planet at the heart of global value creation,” Jordan-Saifi said.

The installation staged at London Fashion Week showcased material innovation McCartney has championed. SMI’s LinkedIn post described the exhibition as bringing together pioneering material innovators “from plant-based alternatives to feathers and mycelium-based leather alternatives to biobased and plastic-free sequins.” The installation echoed McCartney’s long-standing materials policy; SMI communications note she has built a cruelty-free brand over more than two decades and refuses to use leather, feathers, fur or exotic skins.

SMI was founded in 2020 by King Charles, then the Prince of Wales, to convene industry stakeholders and accelerate private-sector progress toward a circular fashion industry. The organisation’s Fashion Taskforce is chaired by Federico Marchetti, formerly CEO of YOOX Net-A-Porter, and advances regenerative practices and supply chain transparency through the implementation of digital passports in partnership with initiatives such as the Circular Bioeconomy Alliance.

SMI said the curated installation will be showcased again at the SMI 2026 Roundtables & Exhibition at Hampton Court Palace in March 2026. SMI’s LinkedIn post promoting the appointment included the hashtags #TheSMI #SMIAmbassador #SMITerraCarta #SMIAstraCarta. The-ethos noted the London Fashion Week opening occurred only hours after the reported arrest of the former Prince Andrew, Andrew Mountbatten-Windsor, on suspicion of misconduct in public office.