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About working on her People Tree collection (2010): "It was a really long process putting all this together. I had no idea all the work involved. You really have to start at the basics. Safia and I had an initial meeting and we went through and chose the fabrics we wanted to use. Then choosing the styles took a long time. Again a lot of inspiration came from my wardrobe and friends' wardrobes and I added my own style to it. Then going through the pantone books and choosing colours, but this don't necessarily look the same once you've dyed something. You learn these things as you go along. It's massively time consuming. We did a first set of samples and some looked good and some needed altering a lot."

First Look at Pure Threads, Emma’s Collection with Alberta Ferretti

The March issue of the US Vogue has our first look at the clothing line Emma designed with Alberta Ferretti. “Pure Threads” is ‘an environmentally friendly line of bohemian dresses, lace-embroidered denim, and an ultra-feminine blouse.’ “The collection is completely organic, from the picking and spinning of our cottons to the washing, weaving and dyeing of our textiles”, says Ferretti. She asked Emma to collaborate with her after she saw Emma’s People Tree collection last year. Emma quickly agreed. “I’m happy to encourage anyone interested in making conscientious clothing from raw, sustainable materials, so much that I’ll work for free.” Thanks to Stephanie and The Stylist Site.

posted by dook on Thursday, February 17th, 2011, filed under Uncategorized.

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11 Responses to “First Look at Pure Threads, Emma’s Collection with Alberta Ferretti”

  1. 130671 says:
    February 17, 2011 at 4:09 am

    🙂 Suits her!

  2. Tia says:
    February 17, 2011 at 5:14 am

    Oh oh! I’m going to have to go out and get it asap! Is it out now?

  3. Alex says:
    February 17, 2011 at 9:01 am

    Finally, after all those waiting, we now know the mystery behind the whole collaboration!! 😀 Can’t wait for it’s release. And she looks gorgeous in here!! 😀

  4. shiningmoment says:
    February 17, 2011 at 9:27 am

    From this frist look, I’m sure the whole line will be a big pleasant surprise for us. So delicate, so beautiful! I love this top!

  5. KS987 says:
    February 17, 2011 at 9:47 am

    I’m glad we finally got a look at Emma’s new line and it’s name. They’ve really been keeping this under wraps but we’ll probably be seeing a lot more news soon. Emma looks absolutely stunning and I really like the name “Pure Thread”. Can’t wait to hear more. 🙂

  6. munich says:
    February 17, 2011 at 10:27 am

    She will do this for free – that´s venerable! 🙂

  7. Celia says:
    February 17, 2011 at 8:33 pm

    Emma looks gorgeous. I love that shirt.

  8. Tia says:
    February 17, 2011 at 11:43 pm

    There’s a video up of her explaining why she chose the role of sam in pobaw