Actress Emma Watson has unveiled a preview of her upcoming eco-friendly clothing collection for Alberta Ferretti, Pure Threads, reports Coco Perez.
The Harry Potter star worked with the Italian fashion house to create an ecologically-conscious line of clothing which uses environmentally-friendly materials – even in the packaging.
A portion of the proceeds go towards eco-fashion label People Tree, a registered member of the World Fair Trade Organization. Watson currently serves as a creative advisor to the label and has been involved in the design of several of its recent lines.
"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 of the international fashion industry, but also an important step for an increased sensitivity to the problem of ecology," Watson told WWD.
The five-piece collection, which consists of two dresses, a long skirt, a pair of denim shorts, and a shirt, goes on sale March 21 through the Ferretti website.
"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," said Alberta Ferretti, namesake and founder of the label.
Explaining why she chose to partner with Watson, Ferretti explained, "I like her freshness, her spontaneity and simplicity. She is intelligent, with a strong personality, a young, modern girl of today but aware of social issues at the same time and very rigorous."