While reading my hefty copy of Vogue’s September Issue, I was elated to come across a piece on Stella McCartney’s upcoming debut collection for Livia Firth’s Green Carpet Challenge. For those who are unaware of what the Green Carpet Challenge is, it’s an initiative born out of Eco-Age, the sustainability consultancy co-founded by Livia and her brother, Nicoli Giuggioli. The Green Carpet Challenge aims to “greenify”, for lack of a better word, fashion in the context that fashion enthusiasts understand, and not in a way that feels too hempy or hippie-dippie. I am very excited to see what the collection will look like in its entirety, as well as how the fashion crowd will react to it. In the past, Eco-Age has collaborated with brands like Gucci and Chopard, but I think this project will definitely reach a wider audience.
Livia Firth is regarded by the fashion crowd as the queen of sustainability/ethical fashion, and you can see her speak more about why ethics in fashion is important here.