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Fashion Journal : Fashion Shoes, Celebrity Brand Shoes, High Heels and Designer Footwear
Style wizard Emma Watson casts her magic over ethical fashion -- Actor known for
playing Hermione Granger in Harry Potter films to launch latest People Tree collection
at eco festival. She remains best known for playing the youthful wizard Hermione
Granger in the Harry Potter films. But now Emma Watson is weaning teenage shoppers
away from mass-produced chainstore clothes in favour of ethical fashions made
on a small scale in some of the world's poorest nations. Watson's latest collection
for People Tree, which works using strict Fairtrade and environmental guidelines,
will be launched at "a garden party to make a difference", a 12-day
environmental festival organised by the Prince of Wales that will be held next
month in the gardens of his London home, Clarence House. Fashion experts say Watson,
now 20, has a considerable amount of influence among girls and young women who
have watched her gradually shed the image of the somewhat frumpy Hermione to emerge
as a fully fledged fashion icon. "I think a lot of young women have grown
up with her, seen her develop her style," said Emily Sheffield, deputy editor
of British Vogue. "She is a classic English rose." Traditionally, ethical
fashion is a sector associated with older consumers more concerned with provenance
than design. But Orsola de Castro, co-curator of Esthetica, the British Fashion
Council's eco-sustainable initiative, believes this perception is changing and
Watson is part of that. "We have to make ethical fashion available and interesting
and glamorous for the public," she said. "Celebrity support is providing
that platform." Watson says she wants to create clothes for people of her
own age, introducing younger lengths and fitted shapes to the People Tree brand.
"Emma appeals to younger people and the collection has sold incredibly well
on [online fashion outlet] Asos," said Safia Minney, founder of People Tree.
"When clothes are worn by someone as lovely as Emma, it brings a whole new
customer in." Watson's previous collection, for autumn/winter 2010, will
be for sale from Wednesday from People Tree. "Although I wasn't centrally
involved in the design, I had a great fun in helping People Tree select some gorgeous
Fairtrade textiles," she said. "There are even a few party dresses,
such as the little black satin tulip dress which can be dressed up or down to
suit any occasion."
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