British label Mother of Pearl is getting back to its roots this season by joining London fashion week’s Fall ’14 calendar. Until now, the brand, which was founded by Maia Norman, has quietly presented its collections to press and buyers. And, considering MOP has steadily amassed a high-fashion following, that method has served Norman and her creative director, Amy Powney, well. But as their business continues to evolve, the pair wants to expand their audience.
“The brand is growing season after season, and we felt it was time to maintain the support of our current clients and customers whilst using the presentation to introduce the brand to those who are not yet familiar with Mother of Pearl,” Powney told. “We are hoping many national and international press and buyers will be able to view the collection up close and in detail for the first time. Simply being on the London schedule will introduce the name to new viewers.”
Powney hinted that MOP’s London debut on February 17 will offer “romance paired with clean lines and a hint of sport.” That sounds right in step with the artistic prints, playful embellishments, and bold color palettes that have come to define the brand. Norman has strong ties to the art world (it’s worth noting that she’s Damien Hirst’s ex-partner of twenty years), and each season MOP teams up with a contemporary artist to create its prints. Gary Hume, Mat Collishaw, and Jim Lambie are recent collaborators, so we’re anxious to see who’s been tapped this time around.
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