Ethical clothing company People Tree have unveiled images of their new ad campaign featuring Harry Potter star Emma Watson, reports Elle.uk.
This is Watson’s second collaboration with UK-based People Tree, a role which she takes seriously. Although she did not help design the new line, Watson accompanied People Tree founder Safia Minney to Bangladesh, to visit the fair trade factories where the clothing is made. While there, she also toured sweatshops in the slums of Dhaka.
"These [sweatshop] workers have no rights and work every hour of the day just to feed their families. Fair Trade gives families the option to stay together, rather than one or both parents having to move to cities, and they are paid a fair wage. It empowers people and doesn’t take away their dignity," Watson explained in a statement on the People Tree website, where video of her trip can also be viewed.
Watson’s newest collaboration with People Tree is already in stores. The collection includes a wide range of fashions, from party dresses to casual T-shirts and knitwear.
People Tree launched in the UK in 2001, and is a registered member of the World Fair Trade Organization. Watson became a creative advisor after admiring a friend’s People Tree T-shirt. She was introduced to company founder, Minney, who later approached Watson about doing a teen collection, beginning their collaboration with the spring-summer 2010 line.