Emma Watson is taking yet another stance against unethical fashion, this time by way of a new Instagram account. The actress, who is currently on an international press tour for her newest film, Beauty and the Beast, launched a new account, called The Press Tour, where she promises to give a behind-the-scenes look at what goes into a press tour, including an array of wardrobe choices, all of which appear to be from sustainable brands.
Her first post, for instance, reads:
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. Shoes are @goodguysdontwearleather. The brand doesn’t use any animal products in its collections. Fashion info verified by @ecoage.
The move comes on the heels of Watson documenting her garment choices on her own account and that of her stylist, Sarah Slutsky. The actress says she began to align herself with sustainability-centric endeavors following a trip to Bangladesh when she was 19 years old. According to Watson, that trip – and particularly, meeting a factory worker who was her age but had a much different quality of life – was a turning point for her.
She has since partaken in an array of other efforts, including a collaboration with ethical fashion retailer, People Tree, and an ongoing partnership with fellow activist Livia Firth’s Eco-Age initiative, "an ideas consultancy which powerfully aggregates global thought leaders and influencers to address the compelling issues and opportunities of our day by delivering solutions, through ethical and sustainable values."
Most recently, Watson teamed up with New York-based sustainability-oriented brand, Zady, for a collection, entitled, “Inspired by Emma Watson.” According to Zady co-founder Maxine Bedat, the collaboration was a rather seamless one to sort out. “We saw early on that Emma had been supporting Zady by wearing some of the pieces, and we were very excited about that. She came to us and was just so passionate about her interest and understanding the role that she can play. It was very organic. She asked if we could create a bespoke collection for her that she could wear to her events that would reflect her values,” says Bedat.
In addition to adding sustainable pieces to her own wardrobe, Bedat says that it was important to Watson that her fans also be able to purchase the pieces, "getting the look in a way which is reassuringly sustainable," a notion that is being continued in her latest endeavor.