In a bid to keep the serious side of fashion in the minority, Mother of Pearl exclusively revealed to Vogue Arabia its new Fall 2017 campaign. Suffice to say, it’s not what we expected. Stemming from the concept ‘buy for you, save for her…’, founding designer Amy Powney took inspiration from modern parenting and what is passed onto the next generation. Will your wardrobe be coveted by your niece, daughter, or little ones from your friendship families? What’s currently in the museum of your stylish youth is for tomorrow’s leading lady too – so goes the thinking over at Mother of Pearl HQ.
Not immune to clocking that every grown woman still plays a game of ‘dress up’ before a party, Powney sharpened her concept for a different kind of winter photoshoot. Expanding on her penchant for oversized pyjamas, even bigger scarves, and gargantuan cushions (the ones that you can sink into), and the vision of little girl’s dressing up in mom’s clothes, she storyboarded her shoot. Photographed by Toby Coulson and styled by Phoebe Arnold, the showroom boomed with Karen O’s soundtrack for Where the Wild Things Are taken from the LFW show to get the talent in the mood for play.
Powney cast some of her favorite friends who just so happen to be from the younger generations. Roll up Elsie, Tallis, Byron, Eric, Caspar, and Louis wearing the collection as you’ve never seen it before. OK, so the ‘models’ are drowning in ready-to-wear but it’s compelling to view key pieces as having longevity and in dressing-up mode. Just list your dry cleaner’s number in ‘Favorites’.
The collection is available now on Motherofpearl.co.uk and ships across the Middle East.