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Case study 

Emma Watson’s The Press Tour

In 2017 Emma Watson enlisted the help of Eco-Age for the international Beauty and the Beast press tour, to use the opportunity to showcase the best of environmentally and socially conscious fashion on a global platform, from the red carpet to magazine pages.

SUPPLY CHAIN ANALYSIS
CREATIVE STORYTELLING
PRODUCT ASSESSMENT
 
Eco-Age was asked to support Emma Watson in ensuring the Beauty and the Beast press tour exclusively featured brands and products with a high social and environmental performance, incorporating ready-to-wear and bespoke pieces for events from premieres to press junkets and travel.
Eco-Age worked with Emma Watson and her team of stylists to showcase craftspeople, designers and brands with a positive social and environmental legacy throughout the duration of the Beauty and the Beast press tour, through a stringent assessment process and engaging storytelling.
Over the four-week tour, Emma’s looks were highlighted through a dedicated Instagram account @the_press_tour and included bespoke pieces by numerous designers including Givenchy, Phillip Lim, Louis Vuitton, Emilia Wickstead and Elie Saab, who all collaborated with Eco-Age to create looks from innovative and low impact materials, sharing the stories of the ‘handprint’ of the garments. Eco-Age reviewed hundreds of brands and products using a bespoke methodology incorporating criteria such as charitable collaborations, fair working practices, artisanal craftsmanship, animal welfare, and the use of organic, recycled and innovative materials.
Eco-Age additionally worked with Elle UK Magazine to curate an extensive conscious brand edit, showcased by Emma in print and online mainstream fashion media. Emma finished the press tour wearing a bespoke Dior dress to host a special event where she shared her love of books with children from The NY Film Society for Kids, along with a screening of the new Disney film.
Eco-Age worked with Dior to source low impact fabric options for this project. The silk used for the dress and cape is organic GOTS certified – a standard for organic materials that guarantees the highest environmental standards throughout production and at every step of the way. This one-of-a-kind piece, developed with support from Eco-Age, was created in Dior ateliers by Maria Grazia Chiuri, Artistic Director at Christian Dior.