Watson & Ferretti Up the Ante on Conscious Luxe

Alberta Ferretti and Emma Watson collaborate on a five-piece capsule collection.

Last year EcoSalon reported on the Emma Watson/Alberta Ferretti design collaboration. French actress and singer Jane Birkin was the celebrated inspiration; Ferretii has said that Watson came to the table with a definite Birkin-circa-seventies image in mind. Calling the collection Pure Threads, the duo have produced the five-piece capsule collection in Italy from cotton poplin, cotton muslin, and hemp. Pure Threads will be available beginning March 21, available exclusively on AlbertaFerretti.com.

With the collection name finally out in the wild as well as the launch date, the two hope their Birkin-inspired line will elevate sustainable to a more fashion-forward level.

Watson tells WWD: “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,” not to mention pushing seventies sexy to a more mature consumer than her People Tree line, which catered to a much younger audience.

InStyle has reported that prices will range from $345, to $1,173, and a portion of the proceeds will be donated to People Tree, the nonprofit fair-trade organic fashion organization Watson supports and still designs for.

Image via Ecouterre

Amy DuFault

Amy DuFault is a conscious lifestyle writer, consultant and fashion instigator. She resides in Cape Cod, Massachusetts.