Fashion career

In 2005, Watson began her modelling career with a photo shoot for Teen Vogue, which made her the youngest
person to cover the magazine. [5] Three years later, the British press reported that Watson was to replace Keira
Knightley as the face of Chanel, but this was denied by both parties.[118] In June 2009, following several months of
rumours, Watson confirmed she would be partnering with Burberry as the face of their Autumn/Winter 2009
campaign, for which she received an estimated six-figure fee. [119][120] She also appeared in Burberry's 2010
Spring/Summer campaign alongside her brother Alex, musicians George Craig and Matt Gilmour, and model Max
Hurd.[121] In February 2011, Watson was awarded the Style Icon award from British Elle by Dame Vivienne
Westwood.[122] Watson continued her involvement in fashion advertising when she announced she had been chosen
as the face of Lancôme in March 2011.[123]
In September 2009, Watson announced her involvement with People Tree, a fair trade fashion brand.[124] Watson
worked as a creative adviser for the company to create a spring line of clothing, which was released in February
2010;[124][125] the range featured styles inspired by southern France and London. [125][126] The collection, described by The
Times as "very clever" despite their "quiet hope that [she] would become tangled at the first hemp-woven hurdle",
[127]
 was widely publicised in magazines such as Teen Vogue,[128] Cosmopolitan, and People. Watson, who was not
paid for the collaboration,[129] admitted that competition for the range was minimal, [127] 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."[127] Watson continued her involvement with People Tree, resulting in the release of a
2010 Autumn/Winter collection.[130]

Watson's wax figure at Madame Tussauds wearing an Elie Saab design

In 2013, Madame Tussauds in London unveiled a wax statue of Watson wearing an Elie Saab haute couture design
donated to the museum by the designer. A spokesperson for the museum stated, "[Watson] is one of the most
requested personalities by our guests. She's a true English rose known and loved by millions of film and fashion
fans around the world".[131][132] Watson was awarded Best British Style at the 2014 British Fashion Awards.[133] The
competition included David Beckham, Amal Clooney, Kate Moss, and Keira Knightley.[134]
Watson has been described as "an early adopter of sustainable fashion" and is noted for dressing ethically on the
red carpet.[135][136] She wore a Calvin Klein gown to the 2016 Met Gala made out of recycled plastic bottles.[137] Watson
has supported Good On You, an app that acts as a directory for the sustainability level of fashion brands. [138] In
2017, she began updating an Instagram account entitled "The Press Tour", detailing the ethical brands she wore
during the press tours for films such as Beauty and the Beast and The Circle.[139] Watson guest-edited the March
2018 issue of Vogue Australia focusing on fashion sustainability, and was photographed by Peter Lindbergh for the
magazine.[140][141] In January 2020, she partnered with consignment website ThredUP to launch a "Fashion Footprint
Calculator", which allows website visitors to calculate the carbon impact of their wardrobes and ways to reduce it.[142]
In June 2020, Watson was appointed the youngest member of the board of directors of Kering, the owner of various
fashion brands such as Gucci and Yves Saint Laurent. Watson will chair Kering's sustainability committee. Kering
chairman François-Henri Pinault praised the new board members' "knowledge and competences, and the
multiplicity of their backgrounds and perspectives". [143] Watson stated she "hope[d] to influence decisions that will
impact future generations and the world that we leave them" and was "extremely excited" to collaborate with
the Kering Foundation as part of their women's rights work and looked forward to making a difference "behind the
scenes".[113]