‘Naturally Beautiful’, Celebrating 30 years of sustainable style with TENCEL™

31 / 07 / 2022

Mother of Pearl launches its new summer Edit ‘Naturally Beautiful’ to celebrate 30 years of pioneering brand TENCEL™; the wood based, biodegradable fibre derived from sustainably managed forests and renewable wood sources. The collection returns to nature to include some of the brand's favourite MOP x TENCEL™ garments, captured by Mary McCartney in a shoot charged with the unguarded intimacy and spontaneity typical of her distinctive photographic style.

Inspired by Mary's book The White Horse, which captured the beauty of her white stallion Alejandro, ‘Naturally Beautiful’ depicts the majesty and gentle grace of some of the last shire horses of Hampton Court accompanied by our model wearing the new summer Edit, Mother of Pearl x TENCEL™, collection. As part of the TENCEL™ 30th Anniversary celebrations, a series of prints will be available to buy in a limited edition run, available to purchase exclusively on the Mother of Pearl website.

Of the campaign, TENCEL™ brand ambassador Amy Powney said: ‘I'm so excited to be able to offer our Pearly Queen’s a very limited run of the most incredible prints by Mary McCartney, in celebration of TENCEL™’s 30th Anniversary. Mary’s book The White Horse has been an inspiration to me and I wanted to capture that same intimate and spontaneous essence in a campaign. I am incredibly proud to be able to present ‘Naturally Beautiful’ and use some of these images to help raise money for Mary’s charity MIND.‘

Mary McCartney added, "For me Amy Powney and Mother Of Pearl is leading the way, combining amazing aesthetic in design with real mindfulness and sustainability. She takes on this challenge, and in my opinion is a pioneer that others should be looking to for inspiration.”

The ‘Naturally Beautiful’ Edit launch coincides with the celebration of the TENCEL™ brand’s three decades of sustainable fibre innovation and environmentally responsible production processes which began in 1992. Since then, TENCEL™ has been driving the evolution of fibre solutions for the apparel and home textile segments through a number of industry first innovations. Empowering companies across the textile value chain to adopt more eco-friendly practices, driving a commitment to positive change and fostering a carbon zero textile and fashion industry.

TENCEL™ brand statement, “The ‘Naturally Beautiful’ limited edition print series perfectly captures the intimate connection to nature, celebrating the beauty and our relationship with the natural world, mirroring the synergy and environmental brand values of both TENCEL™ and Mother of Pearl, brought to life by two incredibly talented creatives that helps to continue momentum of the TENCEL™ 30th anniversary celebrations, whilst supporting the important charity work of MIND to empower others”.

The Mother of Pearl Naturally Beautiful summer Edit and the limited edition Mary McCartney prints will go on sale on the Mother of Pearl website on Sunday 31st July. Three posters will be available in three different sizes, ranging from £195 - £395, in a limited edition run of 100 total prints. For each print sold 100% of the profits will go to Mary’s chosen charity MIND and their equine project ‘Real Horse Power’.

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