John Lewis and the fashion brand Mother of Pearl have chosen Earth Day for the launch of their sustainable fashion collaboration, specifically for its geopolitical symbolism.
Earth Day, which celebrates its 50th anniversary on 22 April, seemed an appropriate day to launch a collection bringing rigorous standards of ethical design to mass market fashion. A launch date that pays homage to the planet rather than the artificial seasons of fashion, and dovetails with the concept of timeless, seasonless clothes designed for wardrobe longevity.
The date was decided on six months ago, and arrives carrying a rather different significance. During an unprecedented shutdown which has seen consumer demand crushed, and with all 50 John Lewis department stores currently closed, John Lewis & Partners + Mother of Pearl will go on sale online only.
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