Photo by Cantata/People Tree

Rumors about actress Emma Watson’s collaboration with People Tree have been swirling for months, but the fashion-forward ingenue has finally copped to working with the organic and fair-trade clothier on her own capsule collection. Watson, who trades her wizarding robes for the likes of Chanel, Proenza Schouler, and Burberry when she’s away from the Harry Potter set, told WWD in July that she had zero interest in fronting her own line. “I’m really not interested in doing it for my own ego. I’m not a designer,” she said. “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!’” Et tu, Emma? Or just a clever Confundus Charm?


“Love From Emma,” which is due to hit stores in late February, is aimed squarely at Watson’s adoring-fan demographic: 16-to-24-year-olds. With Watson serving as creative advisor, the People Tree collection will include 26 styles for women and 15 for men, as well as a selection of accessories. In addition to the usual suspects (jersey T-shirts, dresses, woven skirts, trousers, knitwear), the line will include Bohemian hand-embroidered bed throws, slouchy banana-fiber beanies and headscarves, and jewelry made from recycled candy wrappers.

Emma Watson in Burberry

Emma Watson, the new face of Burberry


To Watson’s credit, the collection isn’t your ordinary celebrity vanity line: Not only will “Love From Emma” use 100 percent organic and fair-trade-certified cotton, but it will also be stitched by fair-trade groups using hand-weaving, hand-knitting, and hand-embroidery techniques.

“I wanted to help People Tree produce a younger range because I was excited by the idea of using fashion as a tool to alleviate poverty and knew it was something I could help make a difference with,” Watson is quoted as saying in a press release. “I think young people like me are becoming increasingly aware of the humanitarian issues surrounding fast fashion and want to make good choices but there aren’t many options out there.”

Most of all, however, we can expect “Love From Emma” to be packed to the gunwales with style. Back in June, Watson admitted to British Elle that sustainable fashion lacked a certain, well, magic. “I’m really interested in fair-trade fashion and organic cotton, but it’s hard because, to be honest, the stuff’s kind of ugly or really plain”, she said.

Here comes Hermione, once again, to save the day.

+ People Tree Youth