In a big departure from her Harry Potter Hermione Granger style, actress Emma Watson looks every inch the modern fashion icon in this new campaign shot from Fair Trade fashion brand People Tree's new collection.
Having collaborated with People Tree for two seasons now, the latest spring/summer 2011 collection was designed in part by Ms Watson herself.
When she first joined the brand, Emma explained: "I wanted to help People Tree produce a younger range, because I was excited by the idea of using fashion as a tool to alleviate poverty. "
Later on she added: "I designed the collection last year after I'd started university in the US.
"Safia, People Tree's founder, and Misato, People Tree's designer, came out to work with me in Rhode Island. Together we decided on all the colours, fabrics, shapes and craft skills. Most of all, we took care to design a really wearable collection that truly celebrates the traditional skills of People Tree's Fair Trade groups around the world."
And in fact, the Harry Potter star is so interested in the way the clothing line is produced, she even visited Bangladesh last year to see the production process.
SEE EMMA ON HER BANGLADESH TRIP