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London Fashion Week brand Mother of Pearl goes see now, buy now

Lauretta Roberts
09 December 2016

London Fashion Week brand Mother of Pearl has announced it will go see now, buy now for AW17 and will be rationalising its collections from four per year to two.

The East London brand, which was founded by Maia Norman in 2002 and made its debut at London Fashion Week in 2014, will make the AW17 collection available to buy immediately after the catwalk show via its website and wholesale stockists. The two collections it produces per year will be delivered in two drops.

Creative director Amy Powney, who joined the business in 2006 and was appointed to her current role last year, said the move was in response to the changes in the way fashion is being consumed and in the wider the fashion landscape.

"We want to give our customers the option of being able to buy a piece as soon as they see it on the catwalk, be it through one of our retail partners, or our own website. Having the collection available through our own channels also gives me the opportunity to curate the buy in line with my vision for Mother of Pearl. I think it is a really interesting time in our industry; I think the change is going to be refreshing and exciting," Powney said.

Mother of Pearl takes an often humorous approach to print and design and fuses sportswear influences with luxury fabrics and construction. The brand was shortlisted for the BFC Vogue Fashion Fund in 2015 and 2016 and was awarded the Walpole Emerging British Luxury Talent prize in 2016.

It has more than 100 stockists worldwide including, Selfridges, Harvey Nichols and Fenwick in the UK and many leading multi-brand boutiques and department stores across Europe, the Midddle East, Asia, Australasia and the US.

Its collection includes a full ready-to-wear line as well as shoes and handbags, some models of which can be customised online with various strap options.

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