Emma Watson Launches Instagram Account to Spotlight Sustainable Fashion

Women’s rights activist and perpetual style star (oh, and actress) Emma Watson has launched an Instagram account dedicated to chronicling the sustainable fashion looks that she’s rocking during the press tour for her upcoming live-action remake of Beauty and the Beast.

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. 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

The account, appropriately titled @the_press_tour, goes above and beyond the typical fashion account. In typical Emma fashion, she describes the creation process of each look in detail and discusses how each piece makes an environmentally friendly impact. In only three posts so far, she calls attention to Oscar de la Renta’s organic wool trousers, Burberry’s pumps with organic silk, and the fact that Stella McCartney is the first major luxury brand to commit to not using animal materials of any sort.

It’s refreshing to see a superstar turning something often seen as cynical or attention-seeking, like many fashion-based Instagram accounts and press tours, into a powerful tool to promote a noble cause. See more of her posts below.

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

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