After months of suspense, Alberta Ferretti and Emma Watson debuted their collaboration on March 21, 2011. The collection is called Pure Threads and is the first effort between the Italian designer and Harry Potter star.
Upon its unveiling, Watson stated that,
"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.”
The line is created in accordance to the Global Organic Textiles Standard and is comprised of sustainable materials, such as cotton poplin, cotton muslin, and hemp.
The collection boasts of 5 pieces: a black dress, a white dress, a white shirt, a white maxi skirt, and a pair of denim shorts. Each piece contains elaborate embroidery and is supposedly inspired by the 1960's icon, Jane Birkin. However, the pieces look to be more 1960's Woodstock than French bohemian chic.
Sadly to say, the pieces are not all that creative, either. A version of each piece could easily be found in any given discount fashion store. However, what does set this collection apart is that a portion of all profits will go to the free trade organization, People Tree. People Tree is a sustainable fashion powerhouse that prides itself on not only using organic and eco-friendly materials for their garments, but also ensuring fair and equal rights to the workers at their factories.
The team-up with Ferretti is not Watson's first effort for environmentally-conscious fashion, she has already worked on numerous campaigns with People Tree (you can see her current collection, here). In fact, it was due to this collaboration that led to Ferretti reaching out to Watson to be a collaborator on a sustainable fashion line.
When speaking about working with Watson, Ferretti said that,
"She's an actress I've followed since her early days. 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. This is a moment that demands strong attention to these issues and we can help in communicating them."
The Pure Threads Collection is available exclusively online at the Alberta Ferretti site and ranges from $340-$1080.
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