August 30 2014

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1 posts tagged "Pure Threads"

Alberta Ferretti Talks Working With Emma Watson


Emma Watson—when she’s not busy making Harry Potter flicks, creating mini Internet firestorms by cutting her hair into a Mia Farrow crop, speaking as the face of Lancôme, or attending Brown University—is also a committed environmentalist. After working with People Tree, the English fair-trade fashion company, on a collection for several seasons, Watson branched to debut Pure Threads with designer Alberta Ferretti. (Part of the proceeds from Pure Threads will also benefit People Tree.) The five-piece capsule collection, Ferretti says, is “like a mini wardrobe,” one that consists of two lace dresses, a cotton skirt, a muslin long-sleeved shirt, and a pair of embroidered denim shorts, all made according to principles of eco-friendliness and sustainability. The Pure Threads collection (below) is now on sale at Below, Mrs. Ferretti spoke with on Watson’s sophisticated style, their collaboration, and her own long-standing environmentalism.

How did you come to work with Emma Watson?
Emma and I have a long relationship that dates back to when I dressed her for the promotion of her first Harry Potter film. Since then, we have been in touch and I was very struck by her collaboration with People Tree. I think she is very serious, intelligent, and extremely talented. She was an obvious choice for me on this project as we share a deep sensibility for the green cause.

How would you describe her style? How did it gel with your own aesthetic?
Emma is a fresh, serene, and intelligent young woman who has a very sophisticated style. She is a young woman who lives life to the full: She is dedicated professionally, involved socially, and is intriguing and cool. We both wanted the collection to be easy to wear and accessible to a wide range of the public. The main inspiration that came directly from Emma was the Jane Birkin mood, typical of London in the late 1970′s, which came when she saw [my] Spring ’11 collection. However, the collection shows the unmistakable feminine and romantic style of Alberta Ferretti. The two came together in the shared concept of feminine style.

Has ecological fashion been a long-term goal of yours?
Concerns with the environment have always been important to me, and over the years I have been involved in a number of projects. I was born near the sea, I live surrounded by nature, and I am particularly close to the environment and sensitive to ecological problems. The event that made me really think was the Deepwater Horizon oil rig disaster off the American coast last year. As a designer I felt it was important for me to create a line of clothing that would demonstrate my commitment to eco-friendly principles. The materials used for this collection are entirely organic, and every process is environmentally friendly, from the growing of the cotton down to the dyeing of the fabrics.

Photos: Courtesy of Alberta Ferretti