Emma Watson has joined forces with British ethical label People Tree to design a new collection aimed at improving the appeal of the label to younger buyers. Launching in February 2010 all of the profits will go to the People Tree Foundation, a charity which works alongside the company to promote ethical farming practices and to provide support for artisans and farmers. Emma has come on board as a creative advisor to help produce 26 women's and 15 men's styles as well as a small range of accessories. The pieces are inspired by the South of France and include jersey dresses, T-shirts and shorts. The range aims to offer the 'complete teenage summer wardrobe'. There will also be a selection of hand embroidered bed throws.
There will be a handful of other styles introduced later in the season. "I wanted to help People Tree produce a younger range because I was excited by the idea of using fashion as a tool to help alleviate poverty and knew it was something I could make a difference with", says Ms Watson. The range won't just be a nod to ethical production processes - 80% of the collection is made from 100% organic cotton and is produced using hand weaving and crafting by Fair Trade Groups. The launch is part of People Tree's new initiative www.peopletreeyouth.com.
Since launching in the UK in 2001 after being originally established in Japan by founder Safia Miinney, People Tree has led the way with fashion-focused ethically produced clothing. It has had its own concession in Topshop, collaborated with designers including Bora Aksu and Richard Nicoll, and regularly takes part in London Fashion Week's Esthetica exhibition.
www.peopletree.co.uk
Marian Buckley
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