The rumor we refused to believe has come to fruition: Emma Watson is collaborating with fair-trade company People Tree on a clothing line targeted to 16- to 24-year-olds. All royalties from sales of the collection will go to the People Tree Foundation, which seeks to bring the benefits of fair trade to a greater number of farmers and increase sustainable fashion around the globe. Emma acts as creative adviser on the line, which includes 26 styles for women and 15 for men and launches in February of next year. The collection includes knitwear, cotton T-shirts, jersey dresses, poplin skirts, and shorts, and was inspired by the South of France. Prices haven’t been announced, nor does it sound like she’s included a sustainable witch broom to humor us.
Emma has said, “I’m really not interested in [designing a clothing line] for my own ego. I’m not a designer. If someone asked me to do something that was beneficial to a cause, then maybe I’d consider it, but not just [to be able to say] ‘Look at me! I’ve got my own line!’ [It’s] gotten so ridiculous.” Technically, she has stayed true to her word. But what happens when the fragrance industry catches ecofriendly fever?