Emma Watson Launches A New Instagram Account Focused On Eco-Friendly Fashion

The account will gives fans a behind-the-scenes look at her press tour for Beauty and the Beast

Emma Watson has long been a red carpet favourite thanks to her ability to wear just about anything and look good. In recent years however, the actress has taken a stand in favour of sustainable fashion and has spoken out about her plans to wear only those designers who produce verifiably ethically-sourced pieces. Now, Watson has started a brand new Instagram account dedicated to giving fans a behind-the-scenes look at what goes into getting her ready for a stop on the Beauty and the Beast press tour. “It takes a village!” she wrote to her followers when announcing the new account.

About to set off on day one of the @beautyandthebeast press tour with Team Watson… Hello Paris! Bonjour! I've started a new Instagram called @the_press_tour so you can follow our journey. I hope you enjoy seeing what goes on behind the scenes. It takes a village! Love, Emma

A post shared by Emma Watson (@emmawatson) on Feb 19, 2017 at 8:05am PST

There are currently only three posts on @the_press_tour‘s account, but each one details, not only the designer she is wearing, but also the fabrics which they use. It has been created in partnership with Eco-Age, Livia Firth’s brand consultancy that focuses on sustainable fashion. In the images, Emma is wearing a coat by Stella McCartney who has been a high-fashion face of eco-friendly fashion for some time, as well as an outfit from Oscar de la Renta under the new creative direction of Monse’s Laura Kim and Fernando Garcia. 

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. 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 Feb 19, 2017 at 7:45am PST

Tonight was the first ever public screening of @beautyandthebeast! We were so happy to surprise the audience in Paris and say “bonjour” in person, especially as this is the country where it was created and Belle’s place of birth Laura Kim and Fernando Garcia, the new Co-Creative Directors of @oscardelarenta, created this Jacobian flower-embroidered duchesse satin bustier with an organic silk faille sash and organic wool trousers as part of their first collection. The entire look was made in-house at Oscar de la Renta’s NYC atelier @burberry pumps handmade in Italy with organic silk. Fashion info verified by @ecoage #ecoloves

A post shared by The Press Tour (@the_press_tour) on Feb 19, 2017 at 2:29pm PST

The most recent post is from last night which shows Emma wearing a custom dress by Louis Vuitton which was made from “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,” Emma wrote, adding, “This saves energy and reduces CO2 emissions compared to creating brand new polyester fibre. The arm band was created in a carbon-neutral mill.” 

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. 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. Dress validated by @ecoage #ecoloves

A post shared by The Press Tour (@the_press_tour) on Feb 20, 2017 at 2:16pm PST

If there was ever an ideal spokeswoman/model for sustainable fashion, Emma is it. Could this be the way of fashion’s future?