Last updated at 15:14, Wednesday, 24 February 2010

Fashion with conscience was once the preserve of sandal-wearing crusties with a penchant for garments of boiled hemp. But forget sludge hues and rough-stitched smock tops, now it’s all about stylish products with designer lines.

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For Tinseltown’s stars, it’s not just what you’re wearing that counts, it’s how it was made. A-listers Jade Jagger, Sienna Miller and Gwyneth Paltrow are regularly spotted in eco-ethical clothing and some, like Bono’s wife Ali Hewson with Edun, have launched their own ranges.

Celebrity endorsement is nothing new in the rag trade – think of Lilly Allen’s range for New Look, Madonna’s range for H&M. The list is endless.

Yet it seems now fashionistas are pushing a message too, turning eco-warrior and wearing a social conscience on their cutting-edge designer sleeves.

Harry Potter actress Emma Watson has cast some style magic over Fairtrade fashion brand People Tree with the launch of her new design collaboration.

Of her venture the 19-year-old style darling, who is also the face of fashion house Burberry and a Chanel muse, said: “I think young people like me are becoming increasingly aware of the humanitarian and environmental issues surrounding fast fashion and want to make good choices.”

Aimed at the under-25s, the new season capsule collection as featured in our shoot contains exactly the kind of cute jersey blazers, mini skirts and hip little tees coveted by style savvy teens and twenty-somethings nationwide.

The majority of the Emma Watson collection uses 100 per cent organic and Fairtrade certified cotton. Handmade by Fairtrade groups, the clothes create livelihoods for some of the most disadvantaged people in Bangladesh, India and Nepal.

Ethical fashion brands have established themselves as something to shout about – it’s never been cooler to care.

• Me models this month were Chloe Webster, 18, of Lismore Street, Carlisle. Chloe runs her own business hosting events and gigs in Carlisle.

Natasha Bloxham, 22, of Denton Holme, was the winner of our Me Model competition last year as voted for by our readers. Since then, she has been busy with the final year of her graphic design course at the University of Cumbria and working for Carlisle Mencap.

Both girls are keen to promote ethical fashion and will be taking part in a runway show to mark World Fair Trade Day on May 8 at Carlisle Cathedral.

Hair was styled by Steven Beaty and Samantha Riddell at La Moda, Castle Street, Carlisle. Makeup was by Louise Waugh at La Moda.

Our shoot was on location at the gorgeous Overwater Hall Hotel, Ireby. For more information call 017687 76566.

Natasha wears: Yellow dress, People Tree; ethically traded red and green beads, £6 each, Carlisle World Shop.

Purple dress, £35, People Tree at Carlisle World Shop; obi belt, £10.50 at Carlisle World Shop.

Black ruffled dress, People Tree.

Black vest, £11.99, Pimpfish; handbag by Shared Earth, £27.50 at Carlisle World Shop; grey blazer, £65, Emma Watson at People Tree.

Chloe wears: I Love Carlisle t-shirt, Pimpfish, £14.99; black mini skirt, £28, People Tree; grey blazer, £65, Emma Watson at People Tree.

Grey and black dress, Bora Aksu at People Tree.

Black mini skirt, £28, Emma Watson at People Tree; striped t-shirt, £25, Emma Watson at People Tree; belt at Ruby Blue, Carlisle.

First published at 21:58, Tuesday, 16 February 2010
Published by http://www.cumberlandnews.co.uk