As if there aren’t already enough reasons to love Emma Watson — the actor/U.N. global goodwill ambassador continues to use her celebrity status for the greater good — in this case, sustainable fashion.
If you’ve been keeping up with Watson, she’s been traveling the globe for the press tour surrounding her upcoming Disney live-action remake, Beauty and the Beast, which finally debuts in theaters this Thursday.
Watson and her team chronicled her eco-sartorial choices in the most millennial way possible — via Instagram on a page simply dubbed “The_Press_Tour.”
On the page, photos of Watson show her global travels in Paris, London, Shanghai, and Los Angeles while she chronicles every sustainable detail of her outfits — her clothes, jewelry, shoes, and even the beauty products used.
Among her eco-looks are notable designer brands like a vintage YSL suit and a faux leather jacket and dress by Stella McCartney; however, also represented are smaller, less-recognizable “green” brands.
We looked at our favorites from “The_Press_Tour” Instagram page to find out who these eco-designers are and what effect Watson’s spotlight had on them. Did they garner more sales, more awareness?
It appears to be a combination of both.
In an interview with Nicholette Larsen, founder of Mainline Basics, one of the brands Watson featured on Instagram, she shares: “The exposure … has been remarkable. We have seen a significant increase in consumer sales, community engagement, and interest from potential retail partners. Emma’s endorsement has generated a tremendous amount of awareness for the brand, to a degree that we would not have otherwise been able to do on our own as a relatively niche contemporary collection.”
Meanwhile another jewelry brand, Article 22, cited a similar spike in sales, traffic, and growth in its online community “across platforms.” Cienne ready-to-wear founder Nicole Heim said, “It’s not only driven awareness for our brand and created a spike in sales, but it also acts as a stamp of approval that has resonated with both our existing customers and newly acquired ones.”
Although this wasn’t the case across the board, some brands saw considerable social media growth and traffic. However, it’s too early to tell how that will affect sales.
“There’s no doubt in my mind that this kind of exposure will do wonders for the brand! We launched just under a year ago, so I feel incredibly fortunate to have gotten a break like this. It’s hard to determine how much it’s affected sales, as it’s only been a few days, but we have noticed an increase in social media activity,” said Bianca Moran, creative director of Susi Studio.
Above all, the consensus among all the brands featured is how grateful they are to Watson and her team for highlighting the fact that green fashion can be fashionable, without causing waste, unnecessary consumption, and the use of ethical, sustainable resources.
Click ahead to learn more about these innovative eco-designers who are changing fashion in a big way.
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