September 1 2014

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The Red Carpet Goes Green


Livia Giuggioli, wife of Oscar winner Colin Firth, really knows how to influence friends and family—that’s exactly what she did when she convinced Giorgio Armani and Valentino, as well as her husband and Michael Fassbender, to go green for the red carpet.

“I knew all along that I didn’t want to be alone in my quest for sustainable clothes—I needed to drag some big names with me,” she tells And sustainable clothes are exactly the raison d’être behind her Green Carpet Challenge (GCC), which she launched this year with partner Lucy Siegle. The mission? To get a roll call of A-list designers to come out with sustainable frocks for the busy awards season, and to get corresponding A-list actors to wear them on the red carpet.

After she issued her edict, the big guns responded, including Giorgio Armani, Valentino, Gucci, and Tom Ford. Last night’s BAFTA Awards were a one-two punch for Firth—not only did she get Firth and Fassbender to wear Armani tuxedos made with accents from recycled organic wool, but she convinced Valentino (in his inaugural attempt at eco-fashion) to design Viola Davis’ gown, which was partly made from recycled soda bottles.

Like Valentino, Armani is not experienced with eco-fashion. Armani’s tuxedos for Firth and Fassbender were only his second attempt at it—the first being the custom-made silk gown he designed for Giuggioli’s Golden Globes red-carpet walk, also made from recycled fibers of plastic bottles. Going green independent of the Green Carpet Challenge, Michelle Williams walked the BAFTA red carpet in a custom gown designed by—wait for it—H&M.

Giuggioli, who was wearing a sustainable tuxedo designed by Sir Paul Smith, says, “People have long been aware of what they put in their bodies. Now it is time to be conscious of what you put on them. I think Ali Hewson, Bono’s wife, said it the best when she said, ‘Every piece of clothing tells a story of who made that garment. We are working towards making sure that you have a good story to tell.’ “

Photo: Gareth Cattermole/Getty Images



  1. novakati says:

    and her accessories? no mention of them, just curious if vivier was doing the green thing too. a wonderful effort she is making!

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