The documentary film Fashion Reimagined unveils the sustainable fashion journey of Amy Powney, designer at the British brand Mother of Pearl, as it screens from November 15 to 21 at Kineka Omori. The story of Powney’s No Frills collection, born from winning the Vogue New Designer Award, reveals a designer determined to bridge the gap between ideals and reality in the world of sustainable fashion.
Designer on a Mission: Amy Powney’s Journey to Sustainable Fashion
Her Passion and Struggles in Sustainable Fashion
and the Visionary Innovations of Mother of Pearl
In 2017, Amy Powney won Vogue’s New Designer Award, an achievement she channeled into creating a sustainable revolution within the fashion industry. Her No Frills collection defied the trends of mass production and consumption, focusing instead on sustainable materials and ethical manufacturing processes, capturing industry-wide attention.
Powney and her team traveled across South America and Europe, from Uruguay to Peru, in search of the ideal materials, meeting and building relationships with trustworthy local producers. The documentary captures their journey and struggles to establish direct connections and source sustainable materials. Directed by Becky Hutner, who followed Powney closely for three years, the film brings an inside look at her ambitious journey.
Against the backdrop of fast fashion, No Frills challenged the industry norm by introducing sustainable practices into every stage of production. This groundbreaking collection also drew attention from Prince Charles, who invited Powney to design for his “Campaign for Wool,” a movement advocating for sustainable practices industry-wide.
Raised by environmentalist parents, Powney grew up close to nature, a philosophy that now guides her work at Mother of Pearl. Her approach merges a new perspective on fashion with practical applications rooted in sustainability.
With No Frills, Powney shows that fashion and sustainability can indeed coexist. Fashion Reimagined portrays her unwavering commitment to creating sustainable products, allowing audiences to witness her passion and resilience.
This documentary shines a light on today’s environmental challenges within the fashion industry and the determination of a designer dedicated to change. Powney’s work offers a blueprint for a sustainable future in fashion.
■About the Film: Fashion Reimagined
A Road Movie of a Designer on a Mission
Directed by Becky Hutner, a documentarian with 17 seasons of experience covering London Fashion Week, Fashion Reimagined takes viewers on a global journey. With her camera, Hutner joined Powney over three years, traveling through Uruguay, Peru, and Austria. Together, they documented Powney’s pursuit of sustainable fashion in a film that’s as much an exploration of our planet’s current state as it is a road movie.
【Cast】
Amy Powney
Creative Director, Mother of Pearl
Born in 1985, Powney grew up with her sister and parents on an off-grid farm in rural Lancashire. She went on to study Fashion Design at Kingston University before joining Mother of Pearl as an assistant in 2006, later rising to Studio Manager and then Creative Director in 2015. Her No Frills collection, launched after winning Vogue’s New Designer Award, is sold at top retailers like Net-a-Porter, Harrods, and Saks Fifth Avenue. Powney also collaborates with BBC Earth and other sustainable projects and writes the “Ask Amy” column for British Vogue.
Chloe Marks
Product Developer, Mother of Pearl
With industry experience dating back to age 19, Marks serves as a crucial ally to Powney, managing production from sourcing to manufacturing. Her role often takes her across the globe in search of ethical partnerships.
Pedro Otegui
Head of Lanas Trinidad
Otegui runs Lanas Trinidad, a wool farm in Uruguay known for its ethical practices and high-quality wool. His commitment to sustainable practices, such as using rainwater and processed water for energy, has earned him Powney’s trust.
Director/Producer:
Becky Hutner, a Toronto-born filmmaker, has created award-winning short films and documentaries about art and fashion. Her work includes Painting Her Story, an art series exploring the gender gap in art history, and 17 seasons covering London Fashion Week. Her first feature film, Fashion Reimagined, premiered at the Tribeca Film Festival and won awards at the Vancouver International Film Festival and Guam International Film Festival.
■About Mother of Pearl
Founded in 2002 by designer Maia Norman, former partner of artist Damien Hirst, Mother of Pearl initially drew attention for its collaborations with prominent contemporary artists. In 2015, Powney took over as Creative Director, launching the No Frills collection in 2019, and aligning the brand with sustainability-focused initiatives, including Prince Charles’s Campaign for Wool and BBC Earth.
The Stark Reality of Fashion
People buy three times more clothing today than in the 1980s.
Of the billions of garments produced each year, nearly 60% are discarded within the same year.
The fashion industry, if considered a country, ranks third in CO2 emissions globally after China and the U.S.
As luxury brands like Mother of Pearl embrace sustainability, their influence can drive lasting industry-wide changes.
Fashion Reimagined
Screening Period: November 15–21, 2023
Venue: Kineka Omori
https://ttcg.jp/cineka_omori/