The new role is a first for Shepherdson, a former executive with Topshop and chief executive of and part-owner of Whistles, since she left the latter in 2016.

She told the Financial Times her period away from the fashion industry had increased her interest in alternative business models and environmental issues.

“I’ve seen so many documentaries about how fast fashion is killing the planet. I’ve visited a lot of supposedly sustainable brands. But a lot of them are not really sustainable. They’re just adding to the pile,” she said.