The ethics girl

She became famous wearing a Hogwarts school uniform although, in recent years, she's almost as likely to be spotted on the front row of international catwalk shows, sleek in Burberry or Chanel, the cool and chic brands with which she has modelling contracts.

Now, aged just 19, Emma Watson is launching her own fashion collection, as creative adviser to ethical clothing company People Tree on a range that cleverly keys into the college wear trend currently so popular among teens (and modelled in a luscious English country garden shoot by Emma herself, her brother Alex and friends). The result is a capsule lifestyle collection of 26 female and 15 male pieces, plus a few accessories, comprising easy-to-wear knitwear, Fairtrade cotton T-shirts and jersey separates, poplin skirts and shorts, inspired by London, the South of France and music festivals – the teenager's complete summer wardrobe, with a conscience. Although not cheap – a vest is 18, a blazer 75, a hoodie, 58 – it compares well with say, Jack Wills, where a standard hoodie will set parents back 69. All royalties from Emma's collection will be donated to the People Tree Foundation, which helps farmers and artisans through training, technical support and environmental initiatives.

"I wanted to help People Tree produce a younger range because I was excited by the idea of using fashion as a tool to help alleviate poverty and knew it was something I could help make a difference with," Emma said.

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"I think young people like me are becoming increasingly aware of the humanitarian and environmental issues surrounding fast fashion and want to make good choices, but there aren't many options out there."

Actually, the options are increasing – in time for Fairtrade Fortnight, which starts on February 22.

Emma's People Tree range will be joined by collections from supermarket chains, online retailers and High Street brands. Asos.com will launch a Fairtrade jersey collection, Dorothy Perkins will have a range of T-shirts and blouses, Per Una at Marks & Spencer will have a nightwear collection, Sports Relief has launched T-shirts designed by David and Victoria Beckham in Sainsbury and TK Maxx, Tesco will launch men's and women's knitwear, and Warehouse will launch a new Fairtrade range of dresses, boleros, camis and trousers.

Model and TV presenter Lisa Butcher, who is also designing a T-shirt, recently went to Gujarat, India, to see for herself how Fairtrade is helping local farmers help themselves. For example, the farmers decide for themselves how to spend the investment they are given, and it enables them to receive a pension, health insurance and medical facilities. Men and women are paid the same wage and women get paid maternity leave.

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Now in its fifth year, Fairtrade cotton began with just 10 small companies who began using ethically-grown cotton from nine farmers in the developing world. Then Marks & Spencer joined, quickly followed by other High Street names, and it looks set to continue to grow in the next decade.

FairTrade fortnight starts on February 22. The Fairtrade Foundation Fashion Road Show, with model-turned-actor James Redmond, will tour colleges throughout the UK, including Huddersfield University.

Emma Watson's collection will be available from March from www.peopletree.co.uk or order a catalogue on 020 7739 9659.

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