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More Details on Emma's People Tree Collection

January 12, 2010 @ 7:18pm · 0 comments
Thanks to Magical Menagerie, we now know that TimesOnline has a new article revealing some more information on Emma's People Tree clothing line due out next month!

What Watson, as Creative Advisor, has done differently, is that she has plaited together several fashionable threads to appeal directly to her peers. [...] but what Watson provides is an understanding that a bit of Hollister jersey blended into American Apparel basics, and topped off with humorous slogans, will mean that these clothes can transcend their worthy beginnings — and just become cool. They look comfortable too, which is vital when you consider that Uggs and leggings sell the pants of every awkward catwalk trend: there are cropped tracksuit pants, little sailor-stripe T-shirt dresses, cricket jumpers and hoodies, polo-tops and plaid shirts for the boys. As Watson herself admits, at present her competition is minimal. “I think young people like me are becoming increasingly aware of the humanitarian issues surrounding fast fashion and want to make good choices but there aren’t many options out there.”

[...] These hand scribbled Union Jacks and Margaret Howell-inspired pleat-front shorts, mean that People Tree can now compete with the brands that look nice but which, because of their manufacturing techniques, can never compete in terms of environmental and humanitarian awareness. I like the slogans too. “I’m not toxic”, written in a graffiti font across a plain tank top doesn’t look worthy, just as the hapzardly written “Please don’t panic. I’m organic”, actually makes you smile.

[...] The photography that accompanies the collection continues her youthful, American-college inspiration. There are clean-shaven men, looking simultaneously wholesome and sultry, alongside bright young girls with dorky facial expressions that somehow manage to look cute. If it all sounds a bit cringy then blame my powers of description: it’s a great little capsule collection with Watson’s name close by. In short, it is about delivering an important issue to a young market and, really, there is nothing wrong with that. [Source]
Posted by Claire in Emma News
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