Livia Firth (in black and white) celebrates the launch in London with Roland Mouret, Net-A-Porter's Natalie Massanet, Victoria Beckham, Christopher Bailey & Erdem Moragliou [Rex]
Livia Firth, Eco-Age Creative Director and Founder of the Green Carpet Challenge, has been persuading designers and A-listers to reconsider their sartorial choices in the limelight since 2009. So far Cameron Diaz, Meryl Streep and Naomie Harris have taken the conscious fashion idea to such high profile events as the Oscars or Baftas, and now more designers have signed up to get involved. Roland Mouret, Victoria Beckham, Christopher Bailey of Burberry, Christopher Kane and Erdem have created a collection of ethically-aware eveningwear, now available exclusively on Net-A-Porter.com. We caught up with the Italian film producer and the chicest eco warrier we know to find out more…
Grazia Daily: How did you get these designers involved?
Livia Firth: We are so excited to be working with Victoria Beckham, Christopher Bailey, Erdem, Christopher Kane and Roland Mouret. We made the decision to select designers that we had never worked with before. They all embraced the project enthusiastically and it was a real collaboration as we both grew together - we had a privileged insight into the way they work and learned a lot about the process. The designers had exclusive access to our GCC fabric library and we helped to join some dots along the way! The collection will be sold exclusively on NET-A-PORTER.COM from the 17th September.
L-R: Victoria Beckham, Christopher Kane, Roland Mouret, Burberry Prorsum, Burberry Prorsum
Grazia Daily: What has changed since you first started the GCC in 2009?
Livia Firth: A great deal! We would have never thought we could have arrived this far in such as short space of time. With the launch of the GCC Brand Mark this year in Paris along with the first ever zero deforestation certified handbag collection for Gucci or in Cannes, and the first ever Green Carpet collection for Chopard, and now this amazing collaboration with NET-A-PORTER.COM... it's truly amazing.
L-R:Erdem, Victoria Beckham, Christopher Kane, Erdem
Grazia Daily: And what do you hope will happen next?
Livia Firth: We have many great projects in the pipeline - more collaborations and more world firsts within the supply chain world. Watch this space… I can't reveal anything. Yet!