Mother of Pearl's Amy Powney is new Tencel ambassador

By

Nigel TAYLOR

Published
Apr 22, 2022

Earth Day was on Friday and to celebrate, Amy Powney, creative director of the Mother of Pearl fashion brand and champion of sustainable, ethical fashion, has become an ambassador for sustainable fibre brand Tencel.

Her involvement coincides with the launch of the ‘Mother of Pearl x Tencel’ collab, along with the banner ‘Buy One Get One Tree’. That means for each sale of one of the products, a tree will be planted through the ‘One Tree Planted’ partnership to support awareness around Earth Day as a month-long activation.
 
Powell, along with fellow ambassador Jasmine Hemsley, will also appear in an 'In Conversation With,’ short video released on 22 April where the pair discuss the climate crisis, environmental movement, the future of sustainable forestry. This will be available to view on the Mother of Pearl and Tencel social channels.

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Powney said: “I have been using [Tencel] in my collections for a number of years but often the consumer doesn’t make the connection that cellulosic fibre actually comes from trees.
 
“Millions in fact, which are cut down each year and our demand is only growing, it has doubled in the last decade. This is leading to the destruction of some of our most ancient and endangered forests. Tencel offers a sustainable alternative to this where the trees are managed under strict regulations to make sure that the planet's natural resources are replenished”.

This year Tencel, the Lenzing Group’s flagship brand, celebrates three decades “of sustainable fibre innovation and environmentally responsible production processes… during which [time] the brand has empowered companies across the textile value chain to adopt more eco-friendly practices”.