Emma Watson’s new eco-friendly “Pure Threads” collection, in collaboration with designer Alberta Ferretti, launches March 21 and will be sold exclusively online at AlbertaFerretti.com. The capsule collection, made in Italy using organic fabrics and environmentally friendly technigues, consists of two dresses, a long skirt, a shirt and denim shorts. Prices will range from 250 to 850 euros with part of the proceeds donated to People Tree.
In an article in Women’s Wear Daily, Emma says, “I’m pleased that a luxury brand such as Alberta Ferretti has decided to create ecological clothes. 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.”
“I’m grateful Emma accepted this creative partnership that can contribute to fashion and to the health of the planet,” said Ferretti. “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.”
Shirt and denim shorts from Pure Threads
omg! that’s the day b4 my birthday!!!
250 € or more for any part of the collection sounds like this is more of a status symbol than a real help for anyone or the environment.
I don’t understand the link you’re making in here…. because it’s expensive it means it’sn not helping the environment? or It seems more like a business because it’s expensive? what symbol? Sorry but if it’s expensive it’s because it’s fairtrade PLUS the entire profit goes to people tree…. which is kind of good for the fair trade domain.
What I`m saying is if it doesn`t sell in substantial numbers there won`t be much profit to go ANYWHERE, either the environment or the craftspeople….and high prices have a way of discouraging many ppl from buying. I think that`s called economics or something.
And I`m really impressed with your way of reading…”part of the proceeds” suddenly becomes “the entire profit”…
130671, the prices are high because it is Alberta Ferretti. Check her online store and you’ll see that these are typical prices, or even low, for her clothes. It’s a luxury brand, not something your normal person will go out and buy. This is different than People Tree. They are using natural material like organically grown cotton, and production methods that are environmentally friendly, but the clothes are made in Italy, not a Fair Trade community in Bangladesh, India, etc. If you read Emma’s quote, I think it pretty much says this collection is more about showing that even luxury brands can produce “green” clothing, and not so much about making huge profits.
I was talking about the profit they make after the production costs, I read that in another article, but it might be wrong. AND I might also have used the wrong word since i’m french and not used to write in english very often.
I love the shirt and shorts but 250 euro’s and higher is a bit to expensive for me to buy. It’s a shame but apperantly this clothing line isn’t meant for people with a normal budget to spend.
Alberta Ferretti already have costumers, she’s a part of the High fashion designer and not the ready-to-wear shop. Unique clothes are defenitely more expensive than the industrial ones. It’s like a piece of visual art: because it’s the original one and the only one, it’s more expensive. And high fashion clothes are a kind of art.
great job emma best of luck
but guys what about INCARCERON and LANCOME rumors?
i hope that these rumors are true
Jojo, the Incarceron rumor is false.
Great picture with the both of them,Emma looks great!!!
Maybe the rich people in Europe start to buy fair trade clothes, too. That would be a big step towards a fairer world…
I think this is good in the sense that Alberta’s already going to have loads of celebrity/rich people buying her clothes therefore they are more likely to notice the organic line and I think the point is that if people with money start noticing then other high end fashion brands will take notice and follow suit. So as much as I’m gutted that there is no way I could afford any of it, i think it would be awesome to see the likes of Nicole Kidman or Natalie Portman wearing organic clothing – GO EMMA 😀
I can’t wait to see the whole line!!!
So far I’ve loved it all.
I wish the price wasn’t so expensive though, but it makes sense for them to target the high fashion crowd, because they’re usually more willing to spend that kind of money.
OMG CAN’T WAIT!!!!
My Designer Dear 🙂
I hope that Pure Threads is a huge success so that more companies will be more open to Fair Trade. I have a feeling that no matter how long it takes, Emma will continue to push for Fair Trade and change. 🙂