NATURAL WOMAN
We check out a new super-stylish collaboration
THE COLLABORATION
‘Working with the team at John Lewis & Partners to bring my design and sustainable approach to stores across the country is something I’m really proud of,’ says Amy Powney, creative director of cool contemporary fashion label Mother of Pearl, a brand known for its holistic business ethos as much as its use of oversized pearls and giant polka dots. ‘We don’t just want to offer a product, but to start a movement,’ she explains. ‘From creating a plastic-free and low-waste working environment to restructuring our supply chain in accordance with ethical practices.’ The collaboration was born after Jo Bennett, head of buying, womenswear, at John Lewis & Partners, and Powney were introduced through a mutual friend. ‘Amy’s passion and vision really resonated with me,’ Bennett explains. ‘It was the perfect opportunity to create a fashion-focused collection that was sustainably produced and available nationwide at an accessible price. We learned so much from Amy and the team; their sustainability knowledge and expertise is unprecedented, and we truly believe that we’ve created something unique. There is nothing like it available on the high street right now.’
THE SUSTAINABILITY
‘I was adamant that I would not compromise on ethics or aesthetics,’ says Powney. ‘And I was expecting to introduce the team to our sustainable fabrics and suppliers, but was pleasantly surprised that they were already up to speed on it and had worked with a lot of the same companies that we work with at Mother of Pearl.’together, Powney and the John Lewis & Partners team selected a handful of trusted suppliers to manufacture sustainably sourced fabrics and trims. ‘We are also now doing “virtual sampling”, where photographic style images are created of each design so we can see them at all angles. We can check how a garment fits, drapes and looks before the factory makes a physical sample. We can test prints and colour schemes and make all the changes we need before we actually produce the piece. It has really helped to reduce waste,’ says Powney. ‘And most importantly, all of our products will arrive at our warehouse by sea rather than air and all in one shipment.’
THE COLLECTION
It’s no accident that John Lewis & Partners + Mother of Pearl launches on Earth Day (22nd April). Available in 14 stores nationwide and online, the collection is made up of classic staples such as cotton shirts, chic trouser suits and a particularly cool denim jacket that can slide into your everyday wardrobe, as well as bolder prints – think polka dot silk trousers and leopard-print shirt dresses for days when you feel more daring. ‘I love spotting women wearing my designs and seeing how each individual styles our pieces,’ Powney enthuses. ‘I personally can’t wait to wear the oversized white shirt this summer. But I actually don’t think there’s a single look in the collection that you feel you’d buy now and not wear again.’ We second that.