The Green Carpet Challenge® (GCC) took over London Fashion Week last night for the third year running as Livia Firth and Erdem Moralioglu celebrated the launch of The London 2015 Green Carpet Collection by ERDEM with an exclusive event at The Wallace Collection. The London-based designer has been working alongside Eco-Age to create his first complete collection in accordance with the GCC Brandmark criteria.
The collection has been produced using reused, surplus or sustainably certified materials, creating 12 looks that capture Erdem’s signature style of versatile yet powerful femininity. In November selected styles from the collection will be available exclusively at ERDEM flagship store and online as well as on Net-a-porter and Barneys New York.
Erdem said “It was privilege to work with Livia and her team and I enjoyed creating the collection. It is important for a designer to understand how easy it is to incorporate sustainable materials and methods into a collection. I enjoyed the process.”
Eco-Age’s Livia Firth said “I love Erdem’s style as its timelessness makes it sustainable in itself. But the fact that he has so passionately embraced the challenge and produced such a stunning collection is wonderful. I applaud him for his leadership and for driving sustainability forward both in the industry and within his business”.
Guests including Suki and Immy Waterhouse, Baz Luhrmann, Colin Firth, Arizona Muse, Daisy Lowe, Lily Cole, Ellie Goulding, Mollie King, Phoebe Collings-James, Stacy Martin, Jack Guiness, Gemma Kidd, Elizabeth McGovern, Jacquetta Wheeler, Sophie Hunter, Sophie Kennedy Clark, Caroline Rush, Christopher Bailey, Alice Temperley, Jennifer Fisher, Roland Mouret, Hamish Bowles, Miroslava Duma, Kristina Bazan, Ella Catliff and many more joined the hosts to celebrate the annual Green Carpet Collection launch event during London Fashion Week.
This year for the first time, Mercedes-Benz became an official event partner. The partnership with The Green Carpet Challenge, which coincides with the 20th anniversary of Mercedes-Benz’s fashion engagement, was a natural fit with the Stuttgart based luxury car brand which puts sustainability at the core of its business. Mercedes-Benz makes systematic efforts to ensure that its vehicles and their manufacturing processes are as environmentally responsible and as sparing of resources as possible.
Wolfgang Schattling, Director of Motorsport Marketing Communications & Branded Entertainment at Mercedes-Benz said “Sustainability is a core value for Mercedes-Benz. We always think about future generations and treat nature with the greatest respect. When I first met Livia Firth and heard about the Green Carpet Challenge, I knew that this would be an exciting partnership opportunity for both sides. Livia and Eco-Age have so much experience in collaborating with luxury brands, so we naturally have a lot in common as Mercedes-Benz has just celebrated 20 years of sponsoring and supporting fashion platforms. When Erdem was announced as the next designer for The 2015 Green Carpet Challenge, we knew this would be the perfect collection for customers to enjoy the best quality while also being aware of the environment. These values are embedded in Mercedes-Benz’s DNA and combined perfectly in The Green Carpet Challenge. We are proud to be the official partner of this event.”