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Glamorous Green: Livia Firth and the Green Carpet Challenge

Posted Apr 02 2012 10:11pm

Here at Robot Vegan, we love challenging stereotypes about leading a green lifestyle… especially when it comes to fashion. There are much more fashion forward ways of reflecting our green values in the clothing we choose than by donning a beat up pair of Birkenstocks, ripped Levi’s, and a tie dye tee. Apparently this notion is shared by some of the biggest names in fashion and acting as well! Livia Firth, Colin Firth’s wife and founder of the Green Carpet Challenge is spreading the word about sustainability in the top celebrity and design circles this award season and we are so stoked on all the attention she’s calling to the important issue of sustainable fashion.

The Green Carpet Challenge has actually been around for a few years, but according to their website 2012 is their biggest year yet.

“The Green Carpet Challenge began in late 2009 when Livia Firth was challenged by her friend, writer Lucy Siegle to take sustainable style to the world’s biggest red carpet events. Livia’s husband, actor Colin Firth had just won the Best Actor award at the Venice Film Festival for his performance in Tom Ford’s debut, A Single Man. It was clear that more awards would follow and Livia braced herself for some serious red carpet walking.”

For this year’s award season, Livia has used her influence in the fashion and celebrity world to pull together some amazing designers to create gowns and tuxedos on par with the Green Carpet Challenge’s strict eco standards. The GCC then pairs the designs with celebrities who will be walking down the hottest red carpets of the year. Designers include Georgio Armani, who it seems has been a huge part of realizing Firth’s sustainable fashion dreams, Chanel, Alberta Ferretti, Gucci, Yves Saint Laurent, Stella McCartney, Paul Smith, Valentino, Roger Vivier, Ermenegildo Zegna, and Tom Ford, another close partner to the GCC.

A couple favorites of this year are Valentino’s beautiful pink gown which Viola Davis at the BAFTA awards (below) and Livia’s Oscars dress made by Gary Harvey out of eleven “pre-loved and forgotten” dresses from the era of The King’s Speech, which I am completely in love with, pictured above.

Livia’s love for ethical and sustainable high fashion is bringing this important issue into the spotlight and her passion is infectious. Keep your eye out for more glamorous gowns that are as easy on the environment as they are on the eyes.

“We believe in fashion as a great communicator. The fashion we communicate promotes social justice, environmental integrity and brilliant design.”

We couldn’t agree more.

To get the whole back story on the GCC and to keep up with the project, head over the Livia’s blog at Vogue UK and her own site, Eco-Age.

Also, check out this great article over at Huffington Post in which Livia and her partner talk about what the project means to them.

Want more eco fashion news?  Check out more Robot articles on Guilt Free Fashion, Vegan Leather, and Shoes.


A city girl navigating the art world by day, the restaurant world by night. In the moments between she scans the city for San Fran's greatest veggie finds. Click below to keep up with Kaitlin.
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