Franca Sozzani, editor-in-chief of Italian Vogue wants to paint the red carpet a more verdant hue. Writing on her blog on Wednesday, Sozzani praised countrywoman Livia Firth, wife of Oscar-winning actor Colin Firth and the creative director of Eco Age in London, for feting sustainable fashion on the Hollywood awards circuit. (Firth will be kicking off the third installment of her “Green Carpet Challenge” in a bespoke—and eco-friendly—Giorgio Armani gown at the Golden Globes in Los Angeles on Sunday.) “The respect and care for the environment, sustainability, and fair trade nowadays are features that cannot be separated from the fashion world,” Sozzani says. “Or at least, from those who wish to preserve also the ethic, and not just aesthetic, side of fashion.”
The Firths at the 83rd Academy Awards in 2011.
Tom Ford, Valentino, Chanel, Gucci, Yves Saint Laurent, Stella McCartney, Roger Vivier, Alberta Ferretti, and Ermenegildo Zegna, among others, have signed up this season’s challenge, according to Firth, who has donned a melange of upcycled, vintage, and brand-new sustainable gowns by the likes of Prophetik, Gary Harvey, and From Somewhere.
“It’s important for someone to start, and the others will follow suit,” Sozzani says.
Firth has dropped hints that she won’t be flying solo on the green carpet this season and that other actors and actresses may join her as Green Carpet Challenge “ambassadors.”
“This is a ‘concrete’ commitment, and not just another excuse to talk about fashion and movie stars,” Sozzani says. “It’s important for someone to start, and the others will follow suit. Good causes may not create a huge following right from the start, but they definitely will, with time. That’s what we believe in.”