Fashion Disruptor Amy Powney On Purpose, Passion & New Beginnings
Embracing a new creative chapter after 19 years feels liberating. My time at Mother of Pearl shaped so much of who I was – but at 40, with two children and a new outlook, I knew it was time to move on. I’ve grown into a completely different person. While there were so many incredible moments during those years, I’m ready to take everything I’ve learned and unleash my creativity in a way I’ve always wanted to.
AKYN is rooted in togetherness. I wanted to create a brand that doesn’t just talk about values – it lives them. Throughout my career, I’ve often felt like I was pushing against the grain, but the community I’ve built – both within the industry and among customers – has always given me the strength to keep going. That’s why the ‘KYN’ in AKYN stands for kinfolk. This isn’t about reinventing my mission – it’s about continuing it with greater ambition. My goal is to build a truly regenerative business model. Not just doing less harm, but giving back: enriching soil, supporting communities and creating green jobs. It’s a bold vision – but one I believe in completely.
The seed of the brand has been with me for a while. I wanted to return to the craft, to the atelier, to design pieces that feel like a second skin for the women who wear them. Clothes you never have to question. Clothes that come from a place of love, not fear. There’s a lyric from River Phoenix I keep coming back to: “Run to the rescue with love and peace will follow.” That sums up everything I want AKYN to be.
Sustainability has always been my driving force – even back when no one quite understood what I was trying to say with my graduate collection. I’ve long been an angry activist, frustrated by how slowly the industry moves. When I started out, I felt completely at odds with the industry. There were a few trailblazers, but little support – and certainly no roadmap. Today, it’s encouraging to see how far the conversation has come. But, while many brands are genuinely trying to do better, the rise of greenwashing has made it harder for consumers to make informed choices. We’ve come a long way, but we’re still nowhere near where we need to be.
Now feels like the right time to launch. The world is full of uncertainty, and I want to offer something hopeful – a brand built with care, rooted in both ethics and beauty, and created without costing the earth.
I don’t believe there’s just one type of AKYN woman. I certainly don’t design for one type. In a single day, I’m a mother, a wife, a businesswoman, a cleaner, a cook. I’ve never tried to define my customer – I just want people to feel amazing in the clothes. Whether that’s in a trouser suit, a flowing dress, or just great jeans and a T-shirt, I want it to feel effortless, like an extension of themselves.
The new collection includes my hero pieces. There are the Sol jeans in both straight and classic cuts, and our new slogan tees (‘Soil Not Oil’ and ‘Girl Moss’) are standouts. I love our Channah trench – not just for the design, but because its supply chain is as good as it gets. And this summer, I’ll be living in the Tencel Selena dress. Light, elegant, sustainable, it ticks every box.
My relationship with fashion has changed massively. I buy very little now – and only from brands I trust, ones that truly live their values. It’s hard for consumers to cut through the noise, but the brands worth backing are the ones talking about sustainability year-round, not just when it’s trending. My own wardrobe’s more streamlined than ever. As a mum, comfort matters – but so does feeling like myself. Great jeans, a tee, a standout coat – those are my go-tos. Pieces that work hard but still feel special.
True sustainability in fashion isn’t about buzzwords. It’s about making the right choice, even when it’s the harder path. For me, it comes down to ethics, empathy and respect for people, animals and the planet. If a decision negatively impacts any of those, it’s the wrong decision.
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There are still so many blind spots in the industry – more than I can list. Supply chains remain deeply flawed, we’re overproducing at an unsustainable rate, and the end-of-life journey for garments hasn’t been solved. To fix that, we need legislation. But I do believe it’s possible to scale responsibly – if you use regenerative practices at every single step, growth doesn’t have to be a dirty word.
I’ve never been one to chase trends or take the easy route. It wasn’t until Fashion Reimagined, the documentary about my journey, that I allowed myself to pause and feel proud of what I’d achieved. It gave me space to reflect on the impact of my work – not just within fashion, but on the wider conversation around ethics and the environment. The film came about unexpectedly, after director Becky Hutner approached me following my Vogue Fashion Fund win, where I’d committed to creating my first fully sustainable collection. She managed to weave together my personal story with the industry’s bigger challenges in a way that really resonated. Storytelling is powerful – and I think Fashion Reimagined struck the right balance of fact, fear, hope and positivity. You need all of those elements to drive real change. More designers should embrace storytelling – but do it truthfully, show the process, and let people in.
If I could change one thing about the fashion system, I’d give everyone empathy. Because if you truly feel the impact your decisions have on others – on animals, on ecosystems, on the people in your supply chain – then it’s almost impossible to make the wrong choice.
My advice for anyone starting a brand is simple: don’t compromise. Believe in what you’re doing. You can build something beautiful and meaningful with craftsmanship, integrity and the right values at its heart. It’s not an easy way, but it’s the only way forward.
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