Emma Watson to launch ethical fashion label

EMMA Watson is set to branch out from her Hollywood career - by launching her own ethical fashion label,
according to reports. The star is close to securing a deal with Fairtrade company People Tree to create a
teenage clothing line, which she hopes to launch later this year. Emma - who was recently unveiled as the face of
British fashion house Burbery - has previously said she is not a fan of celebrities cashing in on their names.

But a source close to the young star told Britain’s Daily Mail, “She’s a big supporter of ethical concepts so liked
the idea of this.
“There’s also a lot of interest from other influential brands since her success as the face of Burberry. “Acting is
always going to take priority, but she’s keen to branch out.”
A spokesperson for the actress said, “Emma supports many Fairtrade organisations but has no formal
relationship with any company.”

Industry adapts to changing trends-make way for ethical fashion!

Last week was the largest Spring/Summer Pure show ever staged, with over 900 exhibitors from 35 countries. Even better news was that this year, brands were no longer categorised by their ethics but integrated with other stands: a significant and symbolic move forward, allowing buyers to appreciate the high standards of design first, with their ethics being the added bonus.

In the current economic climate, retailers increasingly need to find great products that give consumers that little bit extra of an incentive to spend their pennies, which may be why there was such an increase in attendees this season.

This boded well for the 106 ethical fashion brands exhibiting, whose designs are not only unique and innovative in their own right, but also happen to be fair trade, organic or sustainable.

At the ethical fashion seminars hosted by the EFF, some of the most exciting emerging designers were selected by speakers Jules Hau and Alex Smith. These included (amongst others), Nancy Dee, Terra Plana, Komodo, Pachacuti and Monkee Genes, as well as INNOVATION design winners, Mia and Lalesso, all from a variety price points, luxury and street-wear.

Max RogersD&G model Max Rogers shows his support at the ethical fashion seminar on 3rd August

The consensus was that ethical designers are successfully competing and integrating with other fashion brands in the way they communicate, market and sell themselves, demonstrating how the industry has embraced changes so far.

We’d love to hear what you think so please let is know your thoughts…How do you see ethical fashion progressing? What can be done to further engage and integrate with mainstream and designer brands? And the Biggie: how long will it take for “ethical fashion” to break out of its niche and become synonymous with “fashion”?

Further detail here

* Environment * Ethical living The Observer Ethical Awards 2009: Natural selection

Welcome to the launch of the Observer Ethical Awards 2009, in association with Ecover. Ethical issues have been variously pitched as cool, transformed, rebranded and even normal (praise indeed given their former tie-dye/wind-chime hugging roots). This is all absolutely valid, but for our fourth awards, I'd like to pitch the ethical outlook as being simply vital.

Inevitably, given the current fiscal climate (politely described as "challenging"), some leaders and big businesses will try to weasel out of environmental and social justice commitment or scale back previously "ambitious" plans to become low carbon. If you like, this is the opposite of greenwashing but just as pernicious.

The best defence against such weaseling, when commitment to a better planet is more important than ever, is mass engagement and enthusiasm for new and better ideas, campaigners and their projects. And the Observer Ethical Awards are all about enthusiasm. Each year this is reflected in the fact that you vote in your thousands for the people and ideas you think make a real difference.

The judging panel is made up of the UK's top environmental and sustainability experts and some extremely well-known faces. Even when our judges are primarily famous for something else - say, acting in Hollywood blockbusters or writing the Booker prize winner - they are well versed in and passionate about a range of ethical issues from fairtrade and organic farming to low-carbon technologies. This is necessary because, going on previous years, victories are hard won and debate is fierce.

This is part of the reason why past award winners continue to set a new ethical agenda across the country, and even across the world. In June at the Awards party in central London, Annie Lennox presented the award for Conservation Project of the Year to a group of retired islanders who had set up the Community of Arran Seabed Trust (Coast). By September this same group had persuaded the Scottish government to create Scotland's first-ever No-Take Zone in Lamlash Bay on the Isle of Arran - decisive action that positively changes the outlook for future generations of fish and islanders. Vital action, you might say.