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Supported by TENCEL™, Hosted by Earthrise and Introduced by Lily Cole
London, 16th February – Lenzing’s flagship textile brand, TENCEL™, joined ambassador Amy Powney to celebrate the UK premiere and nationwide release of ‘Fashion Reimagined’, which documents Amy’s pioneering mission and sustainable journey, held at the Ham Yard Hotel on the eve of London Fashion Week.
Alongside Amy Powney and Becky Hutner, VIP guests gathered for the premiere, supported by TENCEL™, introduced by model and activist Lily Cole and co-hosted by Earthrise’s Alice Aedy, alongside industry and activist friends, many wearing a combination of bespoke looks by Mother of Pearl x TENCEL™ including; fellow TENCEL™ ambassador Jasmine Hemsely, Gemma Styles, Josephine Philips, Anita Rani, Phoebe Collings-James, Florence Huntington-Whiteley, Pippa Bennett Warner, Gillian Burke, Cel Spellman, Jade Parfitt, Bee Beardsworth, Wilson Oryema, Stefanie Martini, Kelly Eastwood, Caroline Rush, Caroline Issa, Naomi Wilkinson, and more.
CREDITS: (left-right) TENCEL™’s Eva McGeorge, Becky Hutner and Amy Powney all arrive on the green carpet at the “Fashion Reimagined” premiere, wearing custom items by Mother of Pearl x TENCEL™ fibers.
Photo credit: Dave Bennett, Getty Images
“Fashion Reimagined’ charts Amy Powney, TENCEL™ ambassador and Creative Director of Mother of Pearl, on her mission to make a truly sustainable brand; from seed to fiber to final garment and transform the way we engage with fashion globally and is Director Becky Hutner’s debut feature film, an incredibly powerful documentary which looks at the inner workings of the industry, its supply chain, and what it truly takes to make a garment ethically and with both planet and people in mind.
Since Amy’s discovery of Lenzing, TENCEL™ fibers have been incorporated within her collections, now featuring more than 60% across Mother of Pearl product categories and from 2022, Amy was announced as a UK TENCEL™ brand ambassador, aligning both values and goals to support the fashion and textile industry towards a more sustainable and circular future.
Fashion Reimagined - in cinemas 3rd March and available on Sky Documentaries and streaming service NOW from 9th April.
“TENCEL™ and Lenzing are proud to support our brand ambassador Amy Powney and her incredible journey documented in this film with such an important sustainable message. “Fashion Reimagined’ is an inspirational call to action to the next generation of designers that care about both people and the planet, looking to find better sustainable solutions within the industry.” explained Eva McGeorge, Head of Marketing and Communications in Europe and America, Lenzing Group.
“Amy is opening up much needed conversations around transparency, highlighting the better choices available, shining a light on innovations and spearheading vital changes and legislation that is needed throughout the industry and further promoting the adoption of sustainable materials”.
“TENCEL™ aims to play a vital role in offering positive sustainable solutions to designers and brand partners like Amy, enabling support with better choices as more innovative and sustainable solutions to allow for greater transparency to share with their customers. This in turn gives the consumer direction, guidance and education on how to make informed impactful choices. Through supporting our brand partners, together, we believe we can propel the fashion and textile industry towards a more sustainable and circular future.”