The Green Carpet Challenge (GCC) is a fast moving, dynamic project working on a number of levels to unlock the potential of Sustainable Style. Since its creation in 2009, the GCC has blazed a trail for a new type of fashion industry.
Working with A-list designers and pioneering sustainability in brands, the GCC has catapulted Sustainable Style into the spotlight at the world’s most high profile events. From the Golden Globes and Academy Awards to the Met Ball and Cannes Film Festival, the GCC has collaborated with all the iconic design houses in the world winning widespread critical acclaim and international media attention.
In September 2012, the GCC created ‘The Green Cut’ – a unique exhibition pairing eight seminal fashion designers with eight iconic films to create a collection of striking gowns. The exhibition, which saw the British Fashion Council (BFC) and the British Film Institute (BFI) worked together for the first time, opened London Fashion Week and was celebrated at the London Film Festival, before being shown in Harrods. Read more here.
In March 2013, the GCC created the GCC Brand Mark and launched with Gucci a new frontier for sustainable style: the world’s first zero deforestation certified handbag collection from Amazon leather.
Most recently, with Chopard – one of the world’s largest privately owned luxury jewellery and accessory companies – we launched its journey to sustainable luxury by forging a philanthropic relationship with South America’s most influential mining NGO: the Alliance for Responsible Mining (ARM). The culmination of the first stage of our journey saw Chopard create a ‘Green Carpet Collection’ of high jewellery launched in May at the Cannes Film Festival, worn by French Actress Marion Cotillard. In September 2013 at the Venice Film Festival, Chopard and the Green Carpet Challenge launched the second step on The Journey – a stunning Fairmined and responsibly sourced gold and diamond necklace. In 2014, Cate Blanchett wore a pair of Chopard Green Carpet Collection earrings to the Golden Globes, where she won Best Actress.
In September 2013, Eco-Age partnered with NET-A-PORTER.COM, the world’s premier online retailer to create an exclusive capsule collection featuring five British designers. Christopher Bailey, Victoria Beckham, Christopher Kane, Erdem, Roland Mouret have all embraced sustainable style by designing two pieces each, in accordance with the GCC® ethical benchmarking. The collection will be available online from September 17, 2013 and 20% of proceeds will be donated to (RED) ™ which finances Global Fund grants in Africa, with a focus on eliminating mother-to-child transmission of HIV.
Read more on the GCC at the Met Ball 2013 here.