Amy Powney, a pioneer in sustainable fashion, has resigned from her position as creative director of Mother of Pearl, a British brand, to start a new label called Akyn, which will make its debut in May. The change brings an end to Powney’s ten years as Mother of Pearl’s creative director, during which she incorporated her idea of sustainable luxury into the company’s business plan.
She used the funds from the 2017 BFC/Vogue Fashion Fund award to create a collection that could be tracked from farm to final product, and she has since kept up her investments in advocacy, ethical production, and transparency.
Akyn will launch with the help of an undisclosed partner, providing the brand with the support it needs to expand its reach while upholding Powney’s emphasis on sustainable luxury.
Powney’s departure comes as independent, sustainable brands face extreme market pressure as inflation-hit consumers seek to economise. Many have shuttered over the past year.
Powney joined Mother of Pearl in 2006 after graduating from Kingston University with a degree in fashion design, and worked her way up to become the company’s creative director, transforming the label into a sustainability-focused brand. While working at Mother of Pearl, she won the BFC / Vogue Designer Fashion Fund in 2017, allowing her to launch ‘No Frills’ in 2018, a core collection made from organic and natural materials with a transparent supply chain that prioritizes social responsibility, animal welfare, and low environmental impact.
Her effort to develop a sustainable line from field to finished garment was the topic of ‘Fashion Reimagined,’ an award-nominated independent documentary released in 2023.
