Pure Threads, Emma Watson’s capsule collection for Alberta Ferretti went on sale today. The five-piece collection features whimsical summer pieces, which express the hippie chic style of the Seventies. The collection makes you want to plan a picnic in a field of flowers.
Each piece is a variation of another, with lace being the recurring theme throughout the collection. A short cloth and lace dress in white with drawstring waist and two front pockets is reminiscent of a fairytale maiden. The dress, being the most expensive in the collection runs for $1010. The lowest price point in the collection is a pair of denim shorts with lace applique for $340. Though the collections runs rather expensive, a portion of proceeds benefit People Tree UK Charity.
The People Tree is a fair trade clothing line and manufacturer whose goal is to use natural resources sustainably throughout trading and to promote environmentally responsible lifestyles.
Watson is no stranger to the People Tree, as she has collaborated with the organization on collections in the past. She made a trip to Bangladesh to see the clothes being made and the differences in the ethics of fair trade.
Pure Threads is sold exclusively on-line at www.albertaferretti.com. See the entire collection below along with a behind-the-scenes video of the Pure Threads photo shoot with Emma Watson.
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When everyone’s favorite Hogwart’s pupil, Emma Watson, recently announced that she was taking a break from her studies at Brown University to focus on her career, she was most probably referring to her burgeoning fashion career.
The Harry Potter actress, who has in the past inked deals with major fashion houses like English brand, Burberry and People Tree, took to Twitter to announce her latest role as the new face of Lancôme. Following in the footsteps of Kate Winslet, Penelope Cruz, Julia Roberts, Julia Restoin Roitfeld and Uma Thurman, Watson will be the latest Lancome ambassador. Although the product Emma will be covering has yet to be confirmed, Mario Testino will shoot Emma’s new ad campaign this upcoming month.
”We are delighted by this new collaboration with Emma, who brings a fresh spirit to Lancôme,” said Lancôme International president Youcef Nabi of his latest signing. “Thanks to her charm, romanticism and her incredible modernity, Emma Watson has become an icon of her generation,” he continued.
Aside from high-paying modeling gigs, Watson also recently lent her design eye to high-fashion designer, Alberta Feretti. The duo, who has been collaborating on a Jane Birkin-inspired organic clothing line, presented their “Pure Threads” collection this past week, which consists of summer pieces all made and packaged from eco-friendly materials. Proceeds from “Pure Threads” will go to benefit the nonprofit organization, People Tree, a charity Watson has worked with in the past, which works with manufacturing companies in developing nations to create low-impact garments.
Watson told WWD, “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.
For more information on Pure Threads: http://www.emmawatson.com/en/Projects/Pure-Threads/
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