Emma Watson Launches “The Press Tour” Instagram Channel To Highlight Sustainable Fashion

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Multi-hyphenate Renaissance woman and style icon Emma Watson is no stranger to taking a stand for a cause she cares about: take, for example, her ongoing stint as the United Nations Women Goodwill Ambassador, work with HeForShe, and her campaign for university administrators to address sexual assault on campus. Now, she’s using her Beauty and the Beast press tour—a time when entertainment journalism’s eyes and cameras will be focused on her—to shine a light on sustainable fashion, its importance, and the designers who are actively participating in the movement.

To do so, she’s showcasing the outfits she wears during her press tour on Instagram, much like a personal style blogger. But it’s not her normal account, which she mostly uses to highlight issues she’s involved with. Instead, she’s started a brand-new one, called The Press Tour—and in just three posts and eight hours (as of press time), 195,000 followers are already tuning in. The new account promises to give a behind-the-scenes look at what goes into a press tour—a massive undertaking. Part of the tour, naturally, involves what she’s wearing (and there will be a lot of outfits).

Here’s her normal-account post announcing @ThePressTour:

Over on @ThePressTour, you can see how on outfit-related posts, she breaks down her look piece by piece, mentions the designer, and then talks about the sustainable practices they used to create the specific garment. There are two such posts so far:

Bonjour Paris! Coat is from @stellamccartney, the world's first luxury brand that is committed to producing products that do not use leather, skins, feathers or fur. Instead, Stella has spent years developing ways of using materials such as regenerated cashmere, recycled fabrics, organic cotton and forest-friendly fabrics. Jumper is from @filippa_k, a Swedish brand committed to four Rs: reducing, repairing, reusing and recycling. Tee by @boodywear, a brand that produces basics made with certified organic bamboo, produced using computerised 3D knitting, so no fabric is wasted. Its factories are zero-waste and have a closed loop system to stop any water being wasted. Bespoke beret by @maisonmichel made with organic cotton. Shoes are @goodguysdontwearleather. The brand doesn’t use any animal products in its collections. Fashion info verified by @ecoage #ecoloves

A post shared by The Press Tour (@the_press_tour) on

And then one of her eating potato chips:

We’re not sure when she first starting thinking about highlighting sustainable fashion so intentionally, but there was a clue as to what had been on her mind a couple of months ago. She posted the following picture on her personal account, with a caption detailing what she wore and how it was made. Toward the end of the caption, she added the following: “PS. You may have noticed me talking about my clothes recently – I’m trying to be conscious about where my clothes come from and also about the people who make them. Just in case you wondering! (I’m not being paid by brands to do this btw!) All fashion info verified by @ecoage.”

I’ve been thinking a lot about the gender equality youth activists (Elizabeth, Mervis, Patricia and Tamara) I met with back in Lilongwe, Malawi. We discussed the issues girls face in Malawi and how organisations like @CAMFED, @UNWOMEN and the Malawi Girl Guides Association are helping them overcome these challenges. There is lots of work to be done, and more resources are desperately needed, but I’m hopeful for the future after seeing the enthusiasm these young women have for change. I know they will be holding President Mutharika to his commitment to end child marriage in Malawi within five years! #goal5 My jacket and trousers are from @edun. The sustainable organic cotton canvas material is sourced from a mill in South Africa. The material is untreated which avoids any harmful chemical treatments or finishing processes, which is much better for the environment. Shoes were by @ancientgreeksandals. They are handmade locally by skilled craftsmen in Greece using traditional techniques that have existed for centuries. The chemical free, natural tan leather ages beautifully with time and wear. Perfect for #30wears! I’m rewearing recycled jewellery from @allbluesofficial #30wears PS. You may have noticed me talking about my clothes recently – I’m trying to be conscious about where my clothes come from and also about the people who make them. Just in case you wondering! (I’m not being paid by brands to do this btw!) All fashion info verified by @ecoage

A post shared by Emma Watson (@emmawatson) on

Just another reason to love Emma—and we definitely hope she keeps up these important (and enlightening) outfit breakdowns.

 

 

 

By Krystin Arneson

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