If you look up to Emma Watson‘s flair for fashion, you need not channel her for that much longer: as of March 31st, the Harry Potter star will be launching her collaboration with Alberta Ferretti, and you can finally own pieces designed by Emma herself.
Named Pure Threads, the entire collection is environmentally friendly (including the packaging), and on top of that, part of the proceeds will be donated to the nonprofit organization, People Tree. (And let’s remind ourselves that on top of this, Emma Watson attends an Ivy League university. So in reality, she is a force.)
Ferretti has explained that Rather than an opportunity, this is an urgent project. Ecological materials cost twice as much, and selling online is a way to reach customers around the world faster, while containing costs.
To which Ms. Watson added: I’m pleased that a luxury brand such as Alberta Ferretti has decided to create ecological clothes. I believe this is a big step forward for all the international fashion industry, but also an important step for an increased sensitivity to the problem of ecology. (And to think I thought buying 100% cotton was merely enough.)
But before you get too excited, we regret to inform you that the collection is incredibly limited: consisting only of five pieces, you’ve got your choice of two dresses, a shirt, a long skirt and a pair of denim shorts. (But that’s more than enough to cut your hair into a pixie and brand yourself the next Emma Watson, right? Or have I gone too far?)
