Emma Watson starts Instagram Account Promoting Sustainable Fashion

Emma Watson, is an actress well known for taking a stand for a cause she cares about. She’s a United Nations Women Goodwill Ambassador,  and she worked with HeForShe on a campaign for university administrators to address sexual assault on campus.

Watson’s just started a publicity tour for her new film: “Beauty and the Beast”, a live action remake of the classic Disney film. Watson, working with stylist Rebecca Corbin-Murray, has created an instagram account to document her looks. The account, called “The Press Tour” showcases the star’s fashion choices throughout the publicity tour. Watson made the decision to only utilise fully sustainable clothing in 2015, and with the help of her stylist, Sarah Slutsky has continued to do that.

Bonjour Paris! Coat is from @stellamccartney, the world's first luxury brand that is committed to producing products that do not use leather, skins, feathers or fur. Instead, Stella has spent years developing ways of using materials such as regenerated cashmere, recycled fabrics, organic cotton and forest-friendly fabrics. Jumper is from @filippa_k, a Swedish brand committed to four Rs: reducing, repairing, reusing and recycling. Tee by @boodywear, a brand that produces basics made with certified organic bamboo, produced using computerised 3D knitting, so no fabric is wasted. Its factories are zero-waste and have a closed loop system to stop any water being wasted. Bespoke beret by @maisonmichel made with organic cotton. Shoes are @goodguysdontwearleather. The brand doesn’t use any animal products in its collections. Fashion info verified by @ecoage #ecoloves

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The outfits, featured on “The Press Tour” so far include designers such as Emilia Wickstead and Louis Vuitton. Much of the clothing is bespoke, Watson and her team have been known to work with the creative heads of fashion houses to create outfits, but some of items are off the peg. Eco Age also validate the sustainable textiles. Eco-Age is a Brand Consultancy that helps businesses grow by creating, implementing and communicating bespoke sustainability solutions. Watson is also showcasing ethical make-up which is verified by Content Beauty and Wellbeing.

The idea for this account seems to have been first mentioned in October 2016 where she mentions how she has become more conscious of where her clothes come from stating: “PS. You may have noticed me talking about my clothes recently – I’m trying to be conscious about where my clothes come from and also about the people who make them. Just in case you wondering! (I’m not being paid by brands to do this btw!) All fashion info verified by @ecoage.”

I’ve been thinking a lot about the gender equality youth activists (Elizabeth, Mervis, Patricia and Tamara) I met with back in Lilongwe, Malawi. We discussed the issues girls face in Malawi and how organisations like @CAMFED, @UNWOMEN and the Malawi Girl Guides Association are helping them overcome these challenges. There is lots of work to be done, and more resources are desperately needed, but I’m hopeful for the future after seeing the enthusiasm these young women have for change. I know they will be holding President Mutharika to his commitment to end child marriage in Malawi within five years! #goal5 My jacket and trousers are from @edun. The sustainable organic cotton canvas material is sourced from a mill in South Africa. The material is untreated which avoids any harmful chemical treatments or finishing processes, which is much better for the environment. Shoes were by @ancientgreeksandals. They are handmade locally by skilled craftsmen in Greece using traditional techniques that have existed for centuries. The chemical free, natural tan leather ages beautifully with time and wear. Perfect for #30wears! I’m rewearing recycled jewellery from @allbluesofficial #30wears PS. You may have noticed me talking about my clothes recently – I’m trying to be conscious about where my clothes come from and also about the people who make them. Just in case you wondering! (I’m not being paid by brands to do this btw!) All fashion info verified by @ecoage

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The brands being highlighted include a number of well known and lesser known brands. She also tries to highlight something about the brands describing Stella McCartney as “the world’s first luxury brand that is committed to producing products that do not use leather, skins, feathers or fur. Instead, Stella has spent years developing ways of using materials such as regenerated cashmere, recycled fabrics, organic cotton and forest-friendly fabrics.”.

Watson has been roundly praised on social media for trying to help highlight the importance of sustainable brands and helping to showcase smaller designers as well. The account has so far featured 7 posts and has a following of over 335,000. This can only help the whole sustainable industry and had the LA Times asjking: “Is eco finally red-carpet chic?” to which I think the answer has to be Yes it is.

 

Completed our final day of press in London for @beautyandthebeast, what an incredibly kind reception. Not long now until the film is released into the world! 🌹❤️🇬🇧 Today’s look was a bespoke @31philliplim outfit, made from responsibly-sourced FSC (Forest Stewardship Certified) viscose, and Oeko-Tex 100 certified biodegradable acetate yarn. @pichulikafrica earrings, handcrafted in Cape Town using locally manufactured rope re-purposed from off-cuts or overruns from the yachting and climbing industry. @burberry pumps handmade in Italy with organic silk #30wears Fashion info validated by @ecoage #ecoloves Skin prepped with @balancemebeauty Restore and Replenish Cream Cleanser, @sukinskincare Hydrating Mist Toner and @paiskincare certified organic Rebalancing Day Cream and Gentle Eye Cream. Lips prepped with Balance Me Lip Quench Balm. Balance Me was founded by two sisters with clarity at the heart of their brand, stating the percentage of natural ingredients on the front of each product. Pai Skincare is certified vegan, is one of the first UK brands to be certified organic by @soilassociationbeauty and is formulated with sensitive skin in mind. Sukin are an Australian brand committed to offsetting their carbon emissions through a clean energy biomass project in India. @iliabeauty Vivid Foundation in a Tularosa and Atacama colour-mix used for the base. @rmsbeauty 'Un Cover-Up was used as a concealer and the Tinted "Un" Powder was used to set in place. Cheeks and lips were tinted with RMS Beauty Lip2Cheek in Illusive. @odylique Essential Care Mascara was used on lashes. This is the first mascara to be certified to organic standards by the Soil Association and the brand list the recyclability of their packaging and the country of origin on their website. The whole look was set with Ilia's Finishing Powder. Beauty brands verified by @contentbeauty

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Links

https://www.instagram.com/the_press_tour/

http://www.eco-age.com

https://www.contentbeautywellbeing.com/

http://www.huffingtonpost.com/entry/emma-watson-and-heforshe-commit-to-ending-sexual-assault-on-college-campuses_us_57e28cd0e4b08d73b82e9127

http://www.latimes.com/fashion/la-ig-wwd-emma-watson-eco-fashion-instagram-20170221-htmlstory.html

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