In the past few months, Emma Watson has been rushed off her feet: visiting Milawi to celebrate the achievements of UN Women, delivering a passionate speech to mark the first HeForShe Impact 10X10X10 University Parity Report, walking in the Women's March in Washington D.C and winning the ELLE Style Awards' 'Women of the Year' prize.
For most, this would merit a two-week holiday, a spa weekend or a duvet day, catching up on all the dramas our friends have been raving about on BBC iPlayer.
But, this is Emma Watson we're talking about. And, we all know Watson doesn't do things by halves.
The 26-year-old has just embarked on a worldwide press tour to promote Disney's highly-anticipated live-action remake of Beauty and the Beast.
However, for the first time ever, the Harry Potter star has decided to bring her fans along on her journey as she attends international film screenings and press junkets, by launching an Instagram account to shed light on an issue close to her heart – sustainable fashion.
The instagram account, aptly named 'the_press_tour', so far has three photos of Watson.
The first, shows the actress in Paris wearing a Stella McCartney coat, a Filippa K jumper and Good Guys Don't Wear Leather shoes.
Others show the actress wearing an Oscar de la Renta satin bustier and organic wool trousers for a public screening of her latest film, while another shows her enjoying a pack of salt and vinegar McCoys crisps in a hotel room.
In the photo's captions, the ELLE March issue cover star includes information from Eco-Age, an ideas consultancy promoting ethical and sustainable ways to dress.
Celebrating sustainable fashion is a big part of Watson's work and life ethos – so much so that for this month's ELLE issue, each of the brands worn by the actress were assessed against Eco Age's Green Carpet Challenge principles for sustainable excellence.
However, this isn't the first time the French-born actress has promoted eco-clothing, having previously collaborated with fair-trade company Free People on a clothing line in 2009 and wearing a Calvin Klein dress made of recycled bottles for last year's Manus x Machina: Fashion in an Age of Technology gala.
Is it weird how much joy Emma's new Instagram is giving us right now? Stay tuned.
Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
