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The Guardian - UK
The Guardian - UK
Lifestyle
Ellie Violet Bramley

‘Greenwashing is rife’: is Amy Powney the most sustainable designer in fashion?

Amy Powney
Amy Powney … ‘Bringing back the narrative of creativity, craftmanship, quality, and design’ Photograph: Trish Ward

Amy Powney is the London-based, Lancastrian fashion designer who, three years ago, did for sustainable fashion what it hadn’t been able to do for itself. She made it, relatively speaking, exciting.

As the subject of a 2022 documentary called Fashion Reimagined, about her quest to make a fully sustainable collection, she took audiences on the twists and turns of trying to produce garments that were – deep breath – organic, traceable, socially responsible and considerate of animal welfare; produced in the smallest geographic region possible; and using minimal water and chemicals.

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