Vogue contributor and Creative Director of Eco Age, Livia Firth has announced that she is enlisting some of the world’s leading fashion designers to take part in her 2012 Green Carpet Challenge. The annual initiative, which promotes sustainable fashion, will this year feature designs by the likes of Chanel, Tom Ford, Gucci, Yves Saint Laurent, and Paul Smith.
In addition to Alberta Ferretti, Stella McCartney, Valentino, Roger Vivier, and Ermenegildo Zegna; all of which will design an original design that Firth can wear to events including the Oscars and BAFTAs, that conform to the challenges criteria, a set of environmental and social principles which define sustainable style.
Giorgio Armani Kicked off the campaign at last night’s Golden Globe Awards with the creation of a floor-length gown made from recycled plastic bottles.
“Livia’s enthusiasm and dedication to this cause has been very inspiring for me. Awareness for the environment is a topic that’s very important for us all: we cannot avoid it,” commented Giorgio Armani.
Livia Firth added, “Over the last three years, The Green Carpet Challenge has become an all
consuming passion of mine. This part of the fashion landscape is so exciting because it’s genuinely revolutionary and relentlessly positive. It is absolutely the right time to take the challenge up a gear so we are working with our favourite world class designers and actors as GCC ambassadors. Fashion is a brilliant communicator. The fashion we communicate through the GCC promotes social justice, environmental integrity and the very best in design.”
The GCC was founded by Livia Firth and British journalist Lucy Siegle in December 2009, when Livia’s husband Colin Firth received a Golden Globe nomination for Tom Ford’s A Single Man. Livia Firth elected to attend all red carpet events, including the Oscars, dressed solely in sustainable fashion. Her aim has been to raise the profile of ecological and social justice in the fashion industry.
Image: Livia Firth Twitter