JUST IN: Alberta Ferretti & Emma Watson’s Eco Collection!

04 March 2011

emma watson Alberta Ferretti

Good old Emma Watson’s getting accustomed to designing a pretty eco frock. Fresh from her fair trade collaboration with People Tree, the adorable actress has joined forces with Alberta Ferretti to er, magic up yet another “green” collection. Bravo!

This morning, WWD released the first images of the duo’s capsule line, labeled Pure Threads by Emma Watson Alberta Ferretti. “Emma had a Jane-Birkin-in-the-Seventies image in mind,” said Ferretti of the inspiration, and while we were expecting flared trousers and sex kitten hotpants, the collection consists of feminine dresses, a gypsy-style shirt and embroidered denim shorts.

emma watson Alberta Ferretti

So why Watson? “She’s an actress I’ve followed since her early days,” the designer revealed. “I like her freshness, her spontaneity and simplicity.” Meanwhile, eco warrior Watson says, “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.”

Produced with materials and techniques that are environmentally friendly and made in Italy, the collection will be available exclusively on albertaferretti.com from March 21st. Pretty Ferretti threads and eco-virtuousness? We’re sold!

- Jessica Vince


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