The GCC at the Cannes Film Festival 2013

Green Carpet Challenge | Chopard

At Eco-Age we believe that being a profitable business and a good steward of environmental and social justice is not only possible, but a must. And through the Green Carpet Challenge, we try and combine that philosophy with some of the more beautiful things in life. The Cannes Film Festival is the epitome of glitz, glamour and luxury; every year stars descend upon the French town to walk the red carpet, so of course, the Green Carpet Challenge had to add some sustainable luxury to the festival.

This year we unveiled our breakthrough partnership with luxury jewellers Chopard, official sponsors of the festival since 1998, launching their journey to sustainable luxury by forging a philanthropic relationship with South America’s most influential mining NGO: the Alliance for Responsible Mining (ARM).

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Livia with Lina Villa from ARM and Caroline Scheufele from Chopard 

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Caroline Scheufele and Livia at the launch of The Journey

Working alongside ARM, Eco-Age and Chopard have begun to transform the lives of artisanal gold miners in small, remote South American community mines in Colombia and Ecuador, providing social welfare, education and training whilst protecting the natural resources and wildlife habitats they depend on in the Amazonian rainforest.

The culmination of the first stage of our journey saw Chopard create a ‘Green Carpet Collection’ of high jewellery, with Fairmined Gold from the South American mines and fully certified RJC diamonds. Cannes was the perfect setting to launch this initiative, and who better to wear the sustainable pieces on the green carpet than the radiant Marion Cotillard? Epitomising timeless glamour and elegance, Marion looked amazing in the exquisite hand-crafted diamond bracelet and earrings set, which she wore to the premiere of her new film Blood Ties, directed by her partner Guillaume Canet.

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Marion in the Chopard Green Carpet Collection 

The launch was exhilarating – to share the news in front of such an audience which included Marion, Fan Bing Bing, Laura Bailey and Harvey Weinstein, was very exciting.

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Lisa Gregg from American Express, Colin Firth, Laura Bailey, Marion Cotillard, Fan BingBing and Harvey Weinstein at the launch of The Journey

Cannes being its glitzy, glamorous self, we couldn’t resist putting a little more eco on the red carpet. It was a definitively French affair; we kicked off with French model and designer Inès de la Fressange, who wore an exquisite Roger Vivier clutch bag to the premiere of The Great Gatsby. Long-time collaborator with the GCC, the team at Roger Vivier created the clutch using sustainable and certified 100% Italian satin and stitched 1950s French vintage sequins on by hand. Bruno Frisoni, Creative Director of Roger Vivier said “Livia has been a friend of mine for a number of years now and when she presented her GCC project to us I was immediately taken by her vision and was delighted to proffer both my personal and Vivier’s contribution.”

Opening Ceremony And 'The Great Gatsby' Premiere - The 66th Annual Cannes Film Festival

Inès de la Fressange with the Roger Vivier clutch

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Adele Exarchopoulos in the white Gucci GCC gown, with actresses Lea Seydoux, director Abdellatif Kechiche and the Palme d’Or award

To close an incredible couple of weeks, we paired up French actress Adele Exarchopoulos with GCC stalwarts Gucci, who created a beautiful organic silk georgette one-shoulder gown for Adele, to GOTS requirements. Her challenge was extra special as Adele’s new film Blue is the Warmest Colour, from director Abdellatif Kechiche, won the coverted Palme D’Or award at the closing ceremony. To top it all off, Colin and Livia hosted a very small but wonderful dinner on the Johnny Walker yacht that evening to toast yet another GCC milestone.

It was an incredible couple of weeks for the Green Carpet Challenge, and we made a few very important steps in the name of sustainable luxury. So watch out Cannes, because we’ll be coming for you next year; bigger, better and more beautiful than ever.