Emma Watson

In September 2009, Watson announced her involvement with People Tree, a Fair Trade fashion brand. Watson worked as a creative advisor for People Tree to create a spring line of clothing, which was released in February 2010; the range featured styles inspired by southern France and London. The collection, described by The Times as "very clever" despite their "quiet hope that [she] would become tangled at the first hemp-woven hurdle", was widely publicised in magazines such as Teen Vogue, Cosmopolitan, and People.

Watson, who was not paid for the collaboration, admitted that competition for the range was minimal, but argued that "Fashion is a great way to empower people and give them skills; rather than give cash to charity you can help people by buying the clothes they make and supporting things they take pride in"; adding, "I think young people like me are becoming increasingly aware of the humanitarian issues surrounding fast fashion and want to make good choices but there aren't many options out there." Watson continued her involvement with People Tree, resulting in the release of a 2010 Autumn/Winter collection.