For the third year in a row, Livia Firth’s Green Carpet Challenge will once again grace the red carpets during Hollywood’s awards season – but with an exciting new twist.
The successful entrepreneur and eco-fashionista (best known to many as “the wife of actor Colin Firth“), started the challenge in 2010 in partnership with Vogue UK. The idea was to wear only outfits that were sustainable or eco on the red carpet; thereby exposing the world to designers focused on ethical creations.
“I knew how talented this new breed of designer could be,’ Firth recently told Red Online. “Many had got so close to dressing actresses for major awards and then been bumped at the last minute by a major brand. It gave us the chance to show that Fairtrade supply chains and eco fibres could have aesthetic merit, as well as ethics.”
While Firth has been reticent to reveal full details about this year’s challenge, there are some tidbits that have dropped referencing the “expansion” she’s been hinting. According to interviews in Red and the UK Guardian, 10 top designers will be matched with 10 A-list stars to create and wear sustainable, ethical gowns.
Stella McCartney, Gucci, Tom Ford, Paul Smith, Sarah Burton of Alexander McQueen and Alberta Ferretti are just some of the famous designers we currently know about. Anna Loucha, who created the fair trade jewelry for Livia’s Oscar night will also be involved.
According to Firth, one of the aims of the GCC has always been to invite more actresses to participate – as goal that was realized last year when “Downton Abbey” star Elizabeth McGovern wore a locally sourced up-cycled wool dress by Henrietta Ludgate to the Royal Television Society Awards.
Based on tweets, it appears that Firth will also once again be involving charities into the mix – with Oxfam a guaranteed participant. Last year, Christie’s auctioned off both the Oscars and Golden Globes gowns (with the cash going to the Natural Resources Defense Council), while Oxfam auctioned off the rest.
Curious to know more? Stay tuned. With the Golden Globes kicking off this Sunday, it’s only a matter of time before some of those A-List green gown participants are revealed.
Check out some of Livia’s 2011 Green Carpet winners below:
:: 2011 Academy Awards (Designer Gary Harvey)
:: 2011 Golden Globes (Designer Jeff Garner, Prophetik)
:: 2011 BAFTA Awards (Designer Nina Skarra)
:: 2011 London Film Critics’ Circle Awards (Designer Henrietta Ludgate)
:: 2011 The King’s Speech Paris Premiere (Designer Junky Styling)