Emma Watson: sharing her magic with People Tree

Emma Watson seems just too perfect.

Not only has she grown up on our screens preserving a squeaky clean image, but she is now: one of Britain's highest earning actresses; one of the faces of Burberry (and has helped her little brother to kick start his modelling career by drawing him in to her latest photoshoot for the brand); and fashion's latest pioneer of enivronmentally friendly and planet aware clothing. This last venture: her "Love From Emma" range is a capsule collection which Ms Watson has developed working as a creative advisor with People Tree: because she believes in the cause and not because she has any "designs" (sorry) on being a fashion designer.

The "Love From Emma" range (catalogue pictured) features organic and Fairtrade certified cotton, and is targetted at the younger consumer base, bringing environmentally sourced and created fashion to conscientious teens everywhere.

People Tree has had a lot of publicity for its worthy mission statement and the promises it delivers, but Fashionista thinks that signing up Britain's darling is a very savvy move indeed. The "Love From Emma" target market is the exact age group which is likely to identify or relate to her. She is one of their peers, and if she feels passionately about the humanitarian issues surrounding readily available fashion and the use of fashion as a tool to alleviate poverty, then there is every chance that her passion can inspire others in her age group to feel the same way.

Fashionista asks: are we about to witness a shift in consumer choices and behaviour? Will cheap, readily available fashion choices be replaced by more considered choices which take into account the environmental and humanitarian impact associated with such items. It certainly looks as though this is one bandwagon which is being readily jumped on, but how far this bandwagon will travel remains to be seen. Fashionista is hopeful that the journey will be a long and successful one...

Climate change and a fashion statement . . . .

Over the holiday period, Fashionista discovered a dress which is not only beautiful to look at but can even monitor the concentration of greenhouse cases in the atmosphere.

The so-called 'Climate Dress' senses the CO2 concentration in the air which is then visualised through an embroidery made up of over one hundred tiny LED lights. It was developed by Danish design company Diffus and launched at Bright Green Expo, an exhibition of more than 170 companies showcasing cutting-edge climate solutions that also coincided with the UN Conference.

Fashionista thinks it would be brilliant if this technology could be used more widely and on everyday garments too - a little more light might well serve to brighten up dark months such as January both in terms of people's mood and as an environmentally friendly way to make travel in the dark safer.

What do Vivienne Westwood, Nicole Farhi and Fashionista have in common?

Well, apart from a passion for fashion and great sense of style (naturally), they have all signed up to climate change initiative 10:10 which you may have been seeing a lot of press attention about this week.

Yesterday thousands of individuals and organisations from across the country united behind one simple idea: a 10% cut in carbon emissions during 2010 - hence 10:10. Fashionista attended the big public launch and photocall at the Tate Modern yesterday. There was no sign of Viv unfortunately but Fashionista thought Hugh Fearnley-Whittingstall looked surprisingly dapper in a co-ordinated navy blue ensemble!

Fashionista readers can get involved themselves whether signing up on behalf of their organisation or as an individual or family. Tips and tricks for reducing your carbon emissions will be provided along the way so even if 10% sounds like a big ask initially you may be pleasantly surprised at how much you can achieve.

For more details go to the 10:10 site or see the dedicated microsite the Guardian has produced.