Fashion Our Future

#FASHIONOURFUTURE: the Instagram pledge campaign asking us to love our wardrobe and our planet

We all know the major climate change culprits - oil, gas and meat. But did you know fashion is up there with them?

London Fashion Week is set to host the launch of #FASHIONOURFUTURE, a social media pledge campaign designed to change the way we consume fashion, to help stop climate change. The Instagram focused campaign asks us all to make a pledge to reduce our fashion footprint and has seen support from activists Jameela Jamil and Amber Valletta, you can see their pledges here.

Founded by Amy Powney, Creative Director of sustainable fashion brand Mother of Pearl and British Vogue's sustainable columnist, Powney's aim is to strike the balance between our love for fashion and protecting the planet at the same time.

"I want #FASHIONOURFUTURE to be a destination for all things sustainable AND fashionable", says Amy Powney. "I was initially inspired by the way Jameela Jamil used Instagram to build a community through @i_weigh. I hope to do the same with #FASHIONOURFUTURE; creating a platform that inspires, educates and sparks conversations about sustainability in fashion. My aim is to build a supportive global digital community where people can encourage each-other to make better fashion choices, all whilst having a bit of fun! Fashion and sustainability can often feel off-limits or intimidating, my aim is inclusivity and collaboration, which is what we need to make impactful change".

With the focus on, ‘No one can do everything, but everyone can do something.' #FASHIONOURFUTURE is designed to provide much needed inspiring content and simple solutions for shopping more sustainably.

Helping to guide its community, #FASHIONOURFUTURE offers a platform to showcase inspiring and accessible pledge ideas. If you love vintage, make a pledge to become an ‘Old Age Purchaser', become a 'Rent Girl'' and pledge to beg, borrow, steal (not literally) by renting an outfit for your next big occasion. The campaign is launching with nine pledge ideas, available here.

#FASHIONOURFUTURE challenges participants to amplify their pledge by sharing, tagging and nominating others to do the same. Posts will be shared across the #FASHIONOURFUTURE Instagram feed.

Join the movement. @FASHIONOURFUTURE Interviews with Amy Powney and #FASHIONOURFUTURE ambassadors available on request.


About Amy Powney

Sustainability has been a life long passion for Amy Powney. In 2017, Powney won the BFC/Vogue Designer Fashion Fund which enabled her to personally trace her supply chain all the way back to the field, creating ' No Frills' - a core sustainable line under the Mother of Pearl umbrella.

Continuing with her pioneering approach to sustainability, in 2019 Powney collaborated with BBC Earth to launch a short film, which focused on re - embracing circularity and the importance of sustainability in the fashion industry.

As a newly pledged sustainable columnist for British Vogue, Amy uses her bi -monthly column' Ask Amy' to tackle troublesome questions consumers have on environmental matters in the fashion industry.

After trying to work with governments and change legislation in the fashion sector, without seeing any real movement, Amy decided to launch @FashionOurFuture to build a digital community of people making small changes for a collective big impact. —

Instagram - @FashionOurFuture #FashionOurFuture Website - For all press inquires, please contact:

Sales Contact

Hannah Levitt
Tel: +44 (0) 20 7488 674886986

Press Contact

Hannah Levitt
Tel: +44 (0) 20 7488 6986



Hannah Levitt
Tel: +44 (0) 20 7488 6986