John Lewis and Mother of Pearl mark Earth Day with joint fashion line

Sustainable fashion collaboration featuring only biodegradable fabrics will be sold online

John Lewis and the fashion brand Mother of Pearl have chosen Earth Day for the launch of their sustainable fashion collaboration, specifically for its geopolitical symbolism.

Earth Day, which celebrates its 50th anniversary on 22 April, seemed an appropriate day to launch a collection bringing rigorous standards of ethical design to mass market fashion. A launch date that pays homage to the planet rather than the artificial seasons of fashion, and dovetails with the concept of timeless, seasonless clothes designed for wardrobe longevity.