Emma Watson just started an Instagram account to promoting sustainable fashion
Multi-hyphenate Renaissance woman and style icon Emma Watson is no stranger to taking a stand for a cause she cares about: take, for example, her ongoing stint as the United Nations Women Goodwill Ambassador, work with HeForShe, and her campaign for university administrators to address sexual assault on campus.
Related: Emma Watson's incredible fashion
Now, she's using her Beauty and the Beast press tour—a time when entertainment journalism's eyes and cameras will be focused on her—to shine a light on sustainable fashion, its importance, and the designers who are actively participating in the movement.
To do so, she's showcasing the outfits she wears during her press tour on Instagram, much like a personal style blogger. But it's not her normal account, which she mostly uses to highlight issues she's involved with. Instead, she's started a brand-new one, called The Press Tour—and in just three posts and eight hours (as of press time), 195,000 followers are already tuning in. The new account promises to give a behind-the-scenes look at what goes into a press tour—a massive undertaking. Part of the tour, naturally, involves what she's wearing (and there will be a lot of outfits).
Over on @ThePressTour, you can see how on outfit-related posts, she breaks down her look piece by piece, mentions the designer, and then talks about the sustainable practices they used to create the specific garment.
We're not sure when she first starting thinking about highlighting sustainable fashion so intentionally, but there was a clue as to what had been on her mind a couple of months ago. She posted the following picture on her personal account, with a caption detailing what she wore and how it was made. Toward the end of the caption, she added the following: "PS. You may have noticed me talking about my clothes recently - I'm trying to be conscious about where my clothes come from and also about the people who make them. Just in case you wondering! (I'm not being paid by brands to do this btw!) All fashion info verified by @ecoage."
Just another reason to love Emma—and we definitely hope she keeps up these important (and enlightening) outfit breakdowns.
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