Emma Watson has joined the Green Carpet Challenge for the press tour of her upcoming film Regression. What is the Green Carpet Challenge you ask? Launched by Eco-Age, a sustainable brand consultancy, it aims to bring sustainable style into the spotlight by partnering with A-list designers and globally recognized celebrities.
A recent article in Yahoo Style by Leeann Duggan accuses Watson of 'green washing', the practice of spending more time and money claiming to be green than actually being green. While I commend Emma for bringing much needed attention to sustainability in fashion, I have to agree with Duggan that not all the designers featured have documented their credentials in this area. Nevertheless, I believe we have to start somewhere. If celebrities like Emma can make sustainability in fashion more popular, then perhaps I can live to see a day when it becomes the rule rather than the exception.