Brands are brandishing green credentials for the sake of being caring, or at least on the surface. Green is the new Black Dress in fashion. Suddenly, designers and labels have become Earth Conscious. Walk down any main street or shopping mall, retailers are bragging about sustainable clothing lines.
During the 2022 Tribeca Film Festival, Fashion Reimagined unspooled at the New York cinema gathering.
Becky Hunter’s documentary follows rural born designer Amy Powney’s quest searching for sustainable materials. The London based fashioner practices what she preaches, all the more remarkable because in the times of long, at times untraceable, long supply chains.
“Passion is the bridge that takes you from pain to change”. Frida Kahlo. How does an independent label afford costs associated sustainability? As the story unfolds, compromising seems to be the easiest solution. Amy and her Mother of Pearl fashion label team go from supplier to supplier with with hens teeth questions and requests for green goods. The quest leads to a South American supplier for wool. The viewer has to give the fashion designer a high mark for effort.
Hunter and Powney are on a stretch of terrain going from compelling to bordering on molly coddled righteousness for a moral cause. A wool sweater from Mother of Pearl retails for $500, not exactly affordable for many consumers.
Is Fashion Reimagined a soft commentary on disposable culture? No. More, a personal story about trying to be true to ones beliefs in the face of globalization and harmful production practices. Given the headlines about disposable fast fashion, cheering a dedicated fashion designer searching for an ethical way to produce clothes may not be a bad thing. Meanwhile, go online to buy a Mother of Pearl sweater on sale.
Screened online at 2022 Tribeca Film Festival
Running Time 92 minutes