LONDON — Amy Powney has an ambitious vision for Mother of Pearl to grow and establish the label as a pioneer in the U.K. contemporary market, where affordable luxury brands are rare.
She has been embracing an agile approach for the label, which was founded in 2002 by Maia Norman, who was married to Damien Hirst at the time. Norman still owns the label.
Digital initiatives aimed squarely at the customer, a new see-now-buy-now show format and a shift to producing just two collections per year are some of the most recent changes she has been spearheading in response to the ever-changing retail landscape and the impact of social media.
She has also diversified the brand’s offer beyond printed pieces — established as a signature when the label was launched — to include denim, accessories and sporty, every day pieces often updated with feminine pearl embellishments.
Through a recent collaboration with Prism, Powney is also testing the swimwear category. Last month, she teamed with the British resortwear label to launch a capsule of one-piece swimsuits, bikinis and leather sandals featuring a series of abstract prints that will be stocked in Harrods, Selfridges and Soho Farmhouse.
Given the brand’s win at last month’s BFC/Vogue Fashion Fund
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