Owning it with Lisa Maynard-Atem, entrepreneur and diversity leadership campaigner
In this latest career interview, Lisa Maynard-Atem draws the crucial connection between her work in DE&I strategy and sustainability.
Lisa Maynard-Atem is another one of those names I just knew I wanted to feature in this interview series. When I first met Lisa, many moons ago, she was running all things social media at Harrods. Today, she’s either running businesses, tirelessly campaign for diverse representation at leadership level, or… renting out her wardrobe and absolutely nailing it as a circular fashion champion.
More specifically, her bio today has her sitting on the Board of Directors for The Black United Representation Network CIC (BURN) - an organisation focused on the social and economic empowerment of the black community in the north of England. She is also a director for The Blair Project, a social enterprise that connects urban youth with opportunities in the green tech revolution.
Here she talks about how all of her different worlds come together, and indeed how her steadfast commitment to championing diversity, equality and inclusion (DE&I) connects so fundamentally with the field of sustainability.
1. Your work today is focused on diversity and inclusion, but you started out in the fashion industry specifically. Can you explain more about your background? What brought you to here and why?
LMA: I began my career in the fashion industry, which has always been a passion of mine. My background is in social media and digital communications, a field I’ve worked in for nearly 20 years, much of which was within fashion. I’ve built brands, created campaigns and cultivated communities, but as I delved deeper into the industry, I couldn’t ignore the lack of diversity at leadership levels and the systemic inequalities baked into the system.
That realisation inspired me to broaden my focus. I wanted to use my expertise to drive meaningful change in equality, diversity, and inclusion (DE&I) across industries. Fashion taught me the power of visibility, storytelling and community, and I’ve carried that ethos into my work in social justice. Today, I leverage my experiences to advocate for democratised decision-making and representation because I truly believe leadership should reflect the diverse societies we live in.
2. What do you do now in summary?
LMA: Currently, I operate at the intersection of leadership, inclusion and innovation. I sit on several boards, including The Black United Representation Network CIC, where I champion initiatives that drive diversity and equity. I am also actively involved in mentoring and advocating for underrepresented voices in innovation and entrepreneurship, particularly in the green energy sector through projects like The Blair Project.
On the creative side, I balance this with my love for fashion, focusing on sustainability and circular fashion. Through platforms like HURR and By Rotation, I rent out pieces from my wardrobe and use this as a way to engage people in the possibilities of a circular economy. At the heart of all my work is the desire to create spaces where inclusion and innovation meet to drive meaningful change.
3. Can you tell us more about this side passion for circularity?
LMA: Circular fashion is a deeply personal commitment for me. It started as a practical way to make the most of my wardrobe but has evolved into something much larger. Renting out my clothes on platforms like HURR and By Rotation allows me to contribute to reducing fashion waste while also challenging the traditional "buy, wear once, discard" culture.
For me, circular fashion is about accessibility and education. I’m passionate about showing people that you can participate in fashion sustainably, stylishly and without breaking the bank. It’s not just a hobby; it’s a way to connect my love for fashion with my values around sustainability and conscious consumption.
4. You are incredibly successful on the topic of rental fashion and have also become a spokesperson about it - please could you share a little bit more about what those wins have looked like?
LMA: The success I’ve found in rental fashion comes from treating it as more than just a business or a trend—it’s a movement I genuinely believe in. I’ve built a personal brand around sharing my journey and encouraging others to see their wardrobes as assets. Through thoughtful curation and storytelling, I’ve been able to position myself as both a champion and a participant in this space.
Some wins include being invited to speak on rental fashion as part of sustainability conversations and the positive feedback I’ve received from people who’ve taken their first steps into circular fashion after hearing my story. For me, every person who rethinks how they consume fashion because of my work is a win worth celebrating.
5. This platform is focused on sustainability from both an environmental and social perspective. How do you feel your work in DE&I crosses with what you do in sustainable fashion?
LMA: They cross over in profound ways. Sustainability is as much about people as it is about the planet, and true sustainability cannot exist without equity and inclusion. In fashion, this means addressing who benefits from the system, who creates the garments and who gets a seat at the decision-making table.
Through my DE&I work, I challenge industries—including fashion—to think about whose voices they elevate and whose labour they undervalue. In rental and circular fashion, there’s an opportunity to model a more inclusive and equitable way of doing business, one that benefits consumers, workers and the environment. Both sides of my work intersect in driving forward a vision of a fairer, more sustainable future.
6. How important do you feel DE&I is to the future sustainability of the fashion industry?
LMA: DE&I is critical to the future of fashion’s sustainability. Without it, sustainability becomes a buzzword rather than a meaningful shift. For the industry to be truly sustainable, it must address systemic inequities—whether it’s ensuring garment workers are paid fairly or amplifying underrepresented designers and leaders.
Diverse perspectives lead to innovation, and innovation is what the fashion industry needs to solve its environmental and social challenges. If the leadership of fashion remains homogenous, we’ll miss out on the creativity and solutions that come from a wider range of lived experiences. DE&I is not just important; it’s essential to the survival and evolution of fashion.
7. What’s the most challenging thing about your different work today?
LMA: The biggest challenge is inertia—getting people and organisations to move from talking about change to actually implementing it. In both DE&I and sustainability, there’s a lot of performative action but not enough meaningful progress. Whether it’s tokenism in hiring or greenwashing in fashion, too often the surface changes while the deeper issues remain unaddressed.
Balancing my ambition for change with the patience required to navigate these systems can be difficult. It’s also challenging to work across sectors where the appetite for innovation varies so widely. That said, the wins, no matter how small, make it worth pushing forward.
8. If you could change anything about the way the fashion industry operates today to make the work you do more valued, relevant or actioned, what would it be?
LMA: I’d change the way the industry measures value. Currently, success is often defined by profit margins and speed to market, which leaves little room for sustainability or inclusion. I’d advocate for metrics that centre people and the planet—fair wages, representation at all levels, and environmental impact.
I’d also love to see more collaboration between brands and communities. The industry needs to stop seeing consumers as passive buyers and start engaging them as active participants in shaping the future of fashion. When people feel invested in the change, it becomes a movement, not just a marketing strategy.
9. What one thing would you tell others that you wish you had been told about doing the work you do?
LMA: I wish someone had told me to embrace the discomfort of standing out. When you challenge systems and advocate for change, you’ll often feel like the only one in the room asking the hard questions. That’s not a bad thing—it’s necessary.
The work I do isn’t always easy, but it’s deeply fulfilling. If you’re passionate about creating a more equitable and sustainable world, lean into your unique voice. Don’t wait for permission to lead; start where you are, and the impact will follow.
Follow Lisa on LinkedIn here and Instagram here.
Thank you so much for this wonderful interview Rachel. I thoroughly enjoyed it and was inspired and motivated to do so much more in terms of championing DE&I strategy and innovation.