Sustainable fashion service Good On You announced Emma Watson as its newest supporter. The English actress has often advocated for ethical issues - having collaborated with fair trade apparel brand People Tree and worked with the HeForShe campaign for gender equality.
Good On You advocates for sustainable choices in fashion through showing consumers which brands sell ethically produced apparel items. The service helps consumers discover and learn about sustainable fashion through providing a rating service that uses a five-point system to show where a brand sits on a sustainability scale. It looks to supply chains to determine ratings, considering the treatment of workers, environmental impact and the use of animal by-products.
In its partnership with Emma Watson, Good On You will begin rating the clothing the actress wears on the red carpet and other outings, so Watson can be confident her choices reflect high standards of ethics, but also to influence more consumers and fans of Watson to make similar choices.
"I support Good On You because I need to know my clothes do not harm our precious planet or its people," Watson said in a post on Good On You's site. "On the red carpet we’re often asked not what we are wearing but ‘who’. It’s as if the ideas behind the clothes – the label, the designer, the collection – have more meaning than the garment itself. But there’s something missing.
She continued, "Good On You is my benchmark for sustainable fashion. This means that when I’m given a platform to speak about my choice of outfit, I will have a meaningful story to tell. And it’s powerful."