Introducing Akyn, the Most Talked-About Brand in the Fashion Industry Right Now

Fashion fans are no strangers to the name Amy Powney. After leading Mother of Pearl for nearly two decades—the label behind the pearl-shouldered trend that dominated our wardrobes—and starring in the 2023 documentary Fashion Reimagined, she’s become one of the most recognisable names in conscious fashion. Known for combining timeless silhouettes with a distinct softness and a laser focus on sustainability, Powney has long been proof that ethical fashion needn’t sacrifice style.

So when news broke earlier this year that she was launching her own label, excitement across the industry was immediate—and entirely justified.

Now, the wait is over. Introducing Akyn (a name born from the blend of ‘atelier’ and ‘kinfolk’), and it’s every bit as refined and beautiful as you’d imagine. Expect sculptural tops, reimagined white shirts, and cosy knits that look as though they belong on the pages of a coffee table book. These are pieces that defy the term ‘basics’ but still slot seamlessly into any wardrobe. Here at Marie Claire, we've even been calling it the British answer to The Row—quietly luxurious, softly tailored, and endlessly wearable.

As you’d expect from Powney, the foundation of Akyn lies in considered choices. Materials are traceable, regenerative, and consciously sourced, while care labels read like a sustainability glossary: European flax and hemp, RWS (Responsible Wool Standard) wool, and recycled or regenerative cotton. Some styles are even left undyed, lending the collection a calm, earthy palette that feels intentional and elevated all at once.

But Akyn is more than just good design and good materials—it’s a clear and uncompromising vision. One where the people, animals, and planet involved in the process are considered at every step. A single garment leaves no unnecessary mark; instead, it tells a story of mindful making and modern luxury.

In a world where fast fashion continues to dominate, Akyn offers something truly rare: pieces that look beautiful, feel incredible, and can actually be worn each and every day. Below, a curated look at the debut collection—and proof that sustainable and chic aren’t mutually exclusive.

Shop Akyn