As if there aren’t already enough reasons to love Emma Watson—the actor slash UN Global Goodwill Ambassador continues to use her celebrity status for the greater good—in this case sustainable fashion.
If you’ve been keeping up with Watson, she’s been traveling the globe for her press tour surrounding her upcoming Disney live-action remake, Beauty and the Beast which finally debuts in theaters this Friday.
Watson and her team decided to chronicle her eco sartorial choices in the most millennial way possible—via Instagram on a page simple dubbed, “The_Press_Tour.”
On the IG page, photos of Watson are posted showing her global press tour travels from Paris, to London, Shanghai and Los Angeles where she chronicles every sustainable detail of her outfit— from the clothes to the jewelry, shoes, and even beauty products used.
Among her eco-looks include notable designer brands like a vintage YSL suit and a faux leather jacket and dress by Stella McCartney; however equally among these unsurprising fashion designer credits are a considerable amount of smaller, less recognizable “green” brands.
We decided to take a look at our favorites from “The_Press_Tour” Instagram and find out who these eco designers are and consequently, what affect did Watson’s spotlight on them cause? Did they garner more sales, more awareness?
It appears to be a combination of both.
In an interview with Nicholette Larsen, Founder of Mainline Basics, one of the brands featured on the Instagram— Larsen shares that, “The exposure…has been remarkable. We have seen a significant increase in consumer sales, community engagement and interest from potential retail partners. Emma’s endorsement has generated a tremendous amount of awareness for the brand, to a degree that we would not have otherwise been able to do on our own as a relatively niche contemporary collection.”
While another jewelry brand, Article 22 cited a similar spike in sales, traffic, and growth in their online community “across platforms,” Cienne ready-to-wear founder, Nicole Heim said that “It’s not only driven awareness for our brand and created a spike in sales, but it also acts as a stamp of approval that has resonated with both our existing customers and newly acquired ones.”
Although this wasn’t standard across the board. Some brands saw considerable social media growth and traffic, but it’s too early right now to tell from a sales standpoint.
“There’s no doubt in my mind that this kind of exposure will do wonders for the brand! We launched just under a year ago, so I feel incredibly fortunate to have gotten a break like this. It’s hard to determine how much its affected sales as it’s only been a few days, but we have noticed an increase in social media activity!,” said Bianca Moran, Creative Director of Susi Studio.
Of course, above all—the consensus among all the brands featured is the gratefulness to Watson and her team for highlighting that green fashion can be fashionable, without causing waste, unnecessary consumption, and the use of ethical, sustainable resources.
Click ahead to learn more about these innovative eco designers who are changing fashion in a big way.
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Who: Elizabeth Suda
What: Hand-crafted jewelry collection and home accessories inspired by Laos. The Peacebomb collection is made in Laos from Vietnam War ex-bomb shrapnel—overall helping relieve the environmental impact the bombs had left over the area since the war.
Where to Buy: https://article22.com/
“Emma’s support to ARTICLE22 and other sustainable fashion businesses that are pioneering change is so important because it helps prove that the business of fashion and aesthetic outcomes can both be both beautiful and meaningful. Emma’s style shows the global community of fashion consumers the power of conscious consumption – the compatibility of looking good and doing good. It is not lost on us that Beauty and the Beast is a powerful story of transformation itself and we cannot wait to see Emma portray a strong Belle!,” said Elizabeth Suda.
Who: Nicole Heim
What: Women’s ready-to-wear collection featuring the finest fabrics, ethically sourced around the globe, while designed and manufactured in New York City.
Where to Buy: http://ciennenewyork.com/
“Emma is one of the most respected voices out there, and she and her team are going to considerable lengths to highlight both of the established and emerging brands Emma is wearing, as well as documenting the story behind them. She wears the collection effortlessly, and her values authentically align with who we are and what we stand for as a brand,” said Nicole Helm.
Who: Laura Lombardi
What: Hand-made jewelry in New York City made of new, recycled, and found materials.
Where to Buy: http://www.lauratlombardi.com/
“It’s been very fulfilling to have the great care and emphasis we put on ethical sourcing, supporting local economies, and sustainability highlighted. We’d love to share that message with as many people as possible and appreciate the efforts Emma Watson and The Press Tour go to to spotlight and create space for brands with these same values and ethics,” said Laura Lombardi.
Who: Nicholette Larsen
What: California-based knitwear collection made of 100% organic cotton and natural fiber fabrics.
Where to Buy: https://www.mainlinebasics.com/
“Having Emma Watson wear Mainline is a dream scenario. What makes her really unique is that while it’s common for actresses to wear and recommend various designers, Emma has demonstrated a genuine commitment to supporting brands that are sustainably made and mission-driven. Her work off-screen as an activist for women’s rights, as well as her well-researched fashion decisions on and off the red carpet, give her a blend of credibility and authenticity that other celebrities can’t touch,” said Nicholette Larsen.
Who: Pippa Small
What: Ethically sourced, clean gold jewelry brand that avoids cutting, polishing, and reworking the jewelry to preserve the most natural colors and shapes for the most organic feel.
Where to Buy: https://www.pippasmall.com/
“It’s always an honour when someone in the spotlight chooses to wear my designs, however it is doubly exciting for us with Emma Watson as obviously her whole press tour has been centred around ethical and sustainable fashion choices – something which is hugely close to my heart and which we as a brand try to champion on a daily basis. I think it’s wonderful that Emma has used this tour as a way to highlight the work that all these different brands are doing and that she is initiating conversation around the provenance and ethics behind what we wear. Hopefully it inspires others to do the same!,“ said Pippa Small.
Who: Bianca Moran
What: Los Angeles based lifestyle brand of vegan footwear that aims to promote conscious living and inspire compassion towards humanity, animals, and the environment through creativity.
Where to Buy: https://susistudio.com/
“We’re beyond ecstatic. Not only did Emma give me my childhood (Hello, Hogwarts), she’s grown up to be such an inspiring individual. She gets behind advocacies that are very much in line with the brand’s. We’re an entirely women-run company hoping to provide people with products that are both stylish and sustainable. I’ve said this time and again: one should not have to compromise their style to uphold their values. Emma Watson is doing a phenomenal job showing today’s youth that conscious style can be easily achieved. We cannot thank her enough,” said Bianca Moran.