Extra: The green carpet challenge

Green carpet challenge

The Green Carpet Challenge is a dynamic project founded by Livia Firth and British journalist Lucy Siegle and pairs glamour and ethics to raise the profile of sustainable style at the world’s most high profile red carpet events. 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.

In January 2012 Livia Firth announced that the Green Carpet Challenge (GCC) 2012 will feature the world’s leading fashion designers. The extraordinary roll call of design luminaries participating includes Giorgio Armani, Chanel, Alberta Ferretti, Tom Ford, Gucci, Yves Saint Laurent, Stella McCartney, Lanvin, Paul Smith, Valentino, Roger Vivier and Ermenegildo Zegna. The GCC is sponsored by American Express.

At last night’s BAFTAs, Leading Actress nominee Viola Davis (The Help) joined The Green Carpet Challenge (GCC) at The Orange British Academy Film Awards this evening wearing Valentino’s first ever custom made eco gown made specifically by the great couture house for the GCC. “I was thrilled to be asked to wear Valentino’s first ever eco gown at the BAFTAs for the Green Carpet Challenge. I never expected in my life I would wear something so beautiful made of recycled soda bottles!”. On top of that, Michael Fassbender (Shame) and Oscar winner Colin Firth made GCC history, wearing the first sustainable menswear pieces. Fassbender and Firth each wore tuxedos made for the GCC by Giorgio Armani from organic wool with accents in recycled PET (formerly plastic bottles). Giorgio Armani says of the GCC and Livia Firth, “Livia’s enthusiasm and dedication to this cause have been very inspiring to me. Awareness for the environment is a topic that’s very important for us all: we cannot avoid it.”

Livia herself, also opted for a sustainable tuxedo with a stunning trouser suit made from ethical and organic New Zealand wool and silk (in conversion to organic) to GCC criteria by Paul Smith. This is the first time Sir Paul Smith has worked with the GCC, “Livia’s effervescent personality, her style confidence and her belief in making fashion a positive force are so appealing. Meanwhile we have a love for innovation and quality fabrics so we were able to work together very easily.” Livia Firth adds, ‘Paul Smith absolutely speaks our language. He is always striving for the best quality and best fabric. We were able to use his original and longstanding supply chain to source beautiful eco fibre.”

What a great example to follow!

The GCC supports Oxfam and Fashion 4 Development.