Emma Watson Just Launched A New Instagram Account For The Best Reason

Emma Watson Just Launched A New Instagram Account For The Best Reason
Emma Watson Just Launched A New Instagram Account For The Best Reason
In the coolest way possible, we think Emma Watson just out Hermione'd herself. The actress has started a new Instagram account called The Press Tour to highlight her work with Eco Age, a brand consultancy firm that helps designers achieve growth through sustainability. Watson made the choice to go full-on sustainable with her future red carpet looks in 2015, and has stayed true to her commitment ever since then, with the help of her stylist, Sarah Slutsky. The actress' new account gives us behind-the-seams looks into how each red carpet (and, sometimes,
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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

) moment comes together.

There are only a handful of posts up, but the looks from her and The Beast press junket thus far range from custom Louis Vuitton to Oscar de la Renta — and they're pretty major. The actress and her stylist work with the creative director(s) of each design house to bring each outfit from sketch to life, and the sustainable textiles of each step is validated by Eco Age, which is noted at the end of each post's description. The eco firm's mission is to encourage consumers to get at least 30 wears out of every garment, making the item a sustainable purchase worth buying.

Watson first demonstrated this with her custom Calvin Klein outfit at last year's Met Gala, which was comprised of three different garments: a bustier, a pair of trousers, and a skirt; the actress went on to style the pieces in various ways post-Met Gala). (Before The Press Tour 'gram account debuted, Watson and Slutsky have posted breakdowns of the actress' red carpet looks to their Instagrams, as proof of their ongoing commitment to transparency.)

"Today was a brilliant day of interviews, press conferences and photoshoots for @beautyandthebeast in France. We snuck out of the junket and onto the roof of the hotel to capture these shots against the beautiful Paris skyline," Watson captioned the above photo. "Custom @louisvuitton dress designed by @nicolasghesquiere. The dress fabric is Newlife recycled polyester, created from used plastic bottles. These are sourced, mechanically processed and spun into yarns in Italy, with a fully traceable supply chain. This saves energy and reduces CO2 emissions compared to creating brand new polyester fibre. The arm band was created in a carbon-neutral mill."

The comments range from users thanking Watson for her latest eco-fashion initiative to other smaller name sustainable designers trying to get the actresses attention (which is a pretty savvy idea). And while we may not be A-listers with wizard-like powers useful for getting the industry's top designers to create custom looks for every black tie and cocktail event on our calendars, we sure do hope Watson's collaborators continue this eco-friendly initiative with their other celebrity clients. Way to go, Hermione. You did it again.



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