Mother of Pearl Unveils Sustainable Line
The British label’s new core collection champions social responsibility and traceability.
Mother of Pearl is stripping back to basics with a new conscious collection, No Frills. Hitting retailers on the first of September 2018, creative director Amy Powney is introducing the line as a long-term initiative to make the brand fully sustainable.
“I have a vision to make products that travel the minimum amount of miles, using the minimum amount of chemicals possible, and are socially responsible and organic,” says Powney in a new video documentary earmarked for release next year.
Powney, who stepped in as creative director in 2016, references her off-grid childhood in the north of England, as the collection’s starting point. “I grew up in a caravan with no water, electricity or heating. I guess in some ways it set a grounding for my interest in sustainable fashion,” she explains.
Using only cotton and wool from ethical production methods — including minimised water consumption and zero toxins — Powney believes the collection will be a big step toward reducing the brand’s ecological footprint. Traceability and transparency are also important to the designer, prompting her to personally investigate her supply chains from the Alpaca farms in the Peruvian mountains to the wool farms of Uruguay: “I needed to take it that one step further and trace the supply chains all the way back, to really know exactly where this product is coming from.”
With an aesthetic characterised by feminine ruffles, faux pearl detailing and masculine silhouettes, No Frills offers seasonless wardrobe staples that don’t compromise on the brand’s signature aesthetic. Iconic designs, like the jewel trouser, are reimagined in ethically-sourced denim, while the classic ruffle blouse is reconstructed in organic cotton. Developed exclusively for the line is a tailored jacquard suit jacket and cropped trouser combination.
A project that has been two and a half years in the making, Powney is passionate about sustainability, even designing a sustainable graduate collection while in university. Now at the helm of Mother of Pearl, she has found the perfect opportunity to implement her ethical mindset, with the hopes to transform the entire brand. “I’ve been passionate about sustainability for years and my dream has always been to work at a company with that at its forefront,” she said.