Emma Watson Plays it Again with Alberta Ferretti's Organic Line


Photo: alberta ferretti pure threads

She gets around, little Miss Hermione Granger from Harry Potter. First she was the face of super trendy and super expensive Burberry. Then she launched her own line for People Tree.

Now Emma Watson is going very high fashion again, teaming up with the Italian woman designer Alberta Ferretti. The new organic line, called Pure Threads, is inspired by Jane Birkin, an English born sultry torch singer who lives in France and was huge in the '60's.
Photo: alberta ferretti pure threads

Alberta Ferretti is an Italian designer whose luxury line has been around since 1968. It's known for its draped and layered look in luxury fabrics.

Watson and Ferretti met up because of Ms. Ferretti's admiration for her. She said "She's an actress I've followed since her early days. I like her freshness, her spontaneity and simplicity. She is intelligent, with a strong personality, a young, modern girl of today but aware of social issues at the same time and very rigorous. This is a moment that demands strong attention to these issues and we can help in communicating them."

The Ferretti-Watson collection is called Pure Threads by Emma Watson and Alberta Ferretti and it is only available on-line.


Photo: alberta ferretti pure threads

The collection consists of five pieces: two dresses, a shirt, a long skirt and a pair of denim shorts, all enriched with lace embroideries and made with organic fabrics such as cotton poplin, cotton muslin and hemp. It is made with organic fabrics including cotton poplin, cotton muslin and hemp and the packaging, too, is environmentally-friendly.

It's a summer collection, with little white winsome blouses and short-shorts. There are sweet little lace insets on several of the pieces, including the shorts. The black lace dress looks a bit Mexican and the long white one is definitely hippie.


Photo: creative commons/flkr/dovina

They are supposedly influenced and inspired by the sultry and sexy Jane Birkin, from the l960's, but they don't seem quite edgy enough for her, and a little too "little girl." Plus there is no cigarette hanging from the model's fingers... Although it seems that Birkin has become a humanitarian and political activist in her old age, so perhaps that is her influence on Watson.

Just to complete the circle, part of the proceeds from the luxury line will be donated to People Tree, which Emma Watson still supports.

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Tags: Clothing | Cotton | Green Fashion | Sustainable Fabrics