MFM to get boost from new sustainable clothing range shot by Mary McCartney
Campaign will benefit from the sale of items from a new collaboration by plant-based restaurant Farmacy and fashion line Mother of Pearl
You’re eating the food, and saving the planet, now try on the clothes. A meat free restaurant and an eco fashion brand are joining forces to release a new clothing range – and £1 from every item sold is being donated to Meat Free Monday. Not only that, but the video promoting the new range is directed by MFM co-founder Mary McCartney.
West London eatery Farmacy has teamed up with east London ethical womenswear brand Mother of Pearl to create pieces that don’t cost the earth. Their exclusive sustainable capsule collection has been produced under Mother of Pearl’s No Frills label and launches today. Catering to women and men, it includes T-shirts, hoodies and jumpers emblazoned with slogans such as “Got No Beef” and “No Artificial Content”.
Just as farm-to-fork eating seeks to make food systems more sustainable, the partners’ “farm-to-catwalk” approach is based on improving fashion’s green credentials. The range is made of organic cotton, ethically sourced from India and woven in Portugal. Since both food and the natural materials that go into making clothes depend on the soil and how we farm it, it’s a reminder that the choices we make at tills in supermarkets and clothes shops have a direct impact on the natural world. This is particularly true of the Farmacy x Mother of Pearl range, since £1 from every sale will be donated to MFM, helping us raise awareness of the damage being done to our planet by meat eating and the livestock industry.
Farmacy was opened in Notting Hill in 2016 by Camilla Fayed while Mother of Pearl’s creative director Amy Powney launched her first collection last year. She joined the company, set up by the fashion designer Maia Norman, in 2006, and her clothes are worn by stars such as Gwyneth Paltrow.
“To us [at Mother of Pearl], sustainability is a mindset, and we work with people who share our respect of the planet and its inhabitants,” said Powney. “With this collection, we wanted to show the synergy between food and fashion – empowering us to care about what we’re wearing on our bodies as much as what we’re putting into them.” Fayed added that the “collaboration has been an exciting opportunity to show [Farmacy’s additive and chemical-free] values through fashion”.
The promotional video for the new range is set in the Alchemy Room, Farmacy’s private dining space. Directed by Mary McCartney, it features award-winning poet Theresa Lola performing a work co-written with Mary, and also star models including Natalia Vodianova. Mary said: “Camilla, Amy and I all care passionately about the impact industry has on the environment and wanted to inspire others to take action. Theresa [Lola] has a unique sensibility, it comes through on camera; she really connects with the viewer, her words strongly convey what we’re striving to achieve.”
The collection starts from £60 and is available online via farmacylondon.com