The Green Carpet Challenge Archive

By Eco-Age
31.08.18

The Green Carpet Challenge® (GCC) is our world-renowned sustainability initiative that creates a compelling and press-worthy narrative to amplify a brand’s environmental principles.

The GCC is a sophisticated initiative that pairs glamour with ethics, serving to raise the profile of a brand on red carpets around the world, putting sustainability in the spotlight underpinned by digital disruption. The GCC was launched in 2010, when Livia walked the awards season red carpet in sustainable gowns. “I wanted to use the fact that I was going to be walking those red carpets next to Colin to campaign about environmental and social justice issues through my gown,” Livia says. Since then, the GCC has grown exponentially to include world famous designers and celebrities, all unitied in highlighting sustainable fashion and methods. 

Take a walk down memory lane and track the rise of the Green Carpet Challenge.

Golden Globes 2010

Livia Firth in a Christiana Couture upcycled wedding dress

Screen Actors Guild Awards, 2010

Livia Firth in a Casey Larkin gown made from milk fibre

A Single Man Premiere, 2010

Livia Firth in a Sara Shepard dress, made from end-of-line, upcycled material

Golden Globes 2011

Livia Firth in a Prophetik gown made from peace silk

The Oscars 2010

Livia Firth in a From Somewhere dress made from end-of-line offcuts

Cannes 2011

Elizabeth McGovern in Gucci, made from up-cycled wool

Met Ball 2011

Livia Firth in a Stella McCartney all-in-one suit. The top was embroidered with reclaimed vintage beads – completely re-stitched and embroidered by hand (the original piece from which they were salvaged was completely un-wearable), and the jumpsuit made from 100 per cent organic silk, cultivated and produced in Switzerland. The overlying and detachable skirt is Abaca fibre, or Manila hemp which grows spontaneously in sub-equatorial regions with very little water.

Golden Globes 2012

Armani created this gown from recycled, post-consumer plastic bottles.

Baftas 2012

Viola Davis wore a gown by Giorgio Armani, made from recycled soda cans.

Baftas 2012

Michael Fassbender wore a Giorgio Armani tuxedo made from ethical wool with accents of recycled fabric.

Oscars 2012

Meryl Streep in Lanvin made from eco-certified Fabric

Met Ball 2012

Cameron Diaz in Stella McCartney

Met Gala 2012

Livia Firth in Prada, made from certified silks, tulle and chiffon with sustainably harvested ostrich feathers and end-of-line British made lace

A Royal Green Carpet Challenge

HRH Crown Princess Mette-Marit wore a Pucci dress, created using the GCC criteria, with organic silk georgette, crepone and organic silk organza and then finished intricately with 100% recycled glass beads.

Derby Day, Melbourne 2012

Nicole Kidman in L'Wren Scott, made from organic silk and end-of-line British lace

Golden Globes 2013

Bradley Cooper in a Tom Ford tuxedo, made from OEKO-TEX® certified, low environmental impact, European spun and woven wool suiting

Skyfall Premiere 2013

Javier Bardem in a Gucci made-to-order black three-piece Signoria tuxedo made from 100 per cent organic wool with recycled satin lapel and trim detail, a 100 per cent organic cotton white dress shirt, and a recycled satin bowtie.
Helen McCrory 1963 Givenchy gown from WilliamVintage, made from princess-cut ice blue and silver silk brocade.

Met Ball 2013

Emily Blunt in a black Carolina Herrera for the GCC gown, made with certified vintage 1960 Italian black wool fabric with a certified vintage 1940 French black silk chiffon lining. John Krasinski in a Tom Ford for the GCC black grain de poudra Windsor peak lapel tuxedo with grosgrain details, the tuxedo is made with OEKOTEX ® certified, low environmental impact, European spun and woven wool suiting

Cannes 2013

Marion Cotillard in Chopard's Green Carpet Collection, made from Fairmined gold

Baftas 2014

Lea Seydoux in Chopard's Green Carpet Collection, made from Fairmined gold

Screen Actors Guild Award 2014

Rupert Friend in a OEKO-TEX certified, low environmental impact, European spun and woven wool tuxedo by Tom Ford

Golden Globes 2014

Cate Blanchett in Chopard's Green Carpet Collection, made from Fairmined gold

Met Ball 2015

Livia Firth in a Antonio Berardi for the GCC; a bespoke scarlet gown made from 100 percent post-consumer recycled plastic bottles with silk embellishment and fringing detail. Chopard jewellery, Roger Vivier shoes and clutch.

Golden Globes 2016

Michael Fassbender in a OEKOTEX ® certified, low environmental impact, European spun and woven wool suiting tuxedo by Tom Ford

Zoolander 2 premiere, 2016

Penelope Cruz wore a a pair of palm yellow gold earrings, a palm ring and a palm bangle, all crafted in 18ct yellow Fairmined gold from Chopard's Palme Verte collection.

Met Ball 2017

Gisele Bündchen in a bespoke pewter embroidered cutout gown by Stella McCartney for the Green Carpet Challenge. Crafted from certified organic silk featuring all over glass bead embroidery.

Cannes 2018

Thandie Newton in Vivienne Westwood. This GCC piece was hand-crafted in Westwood’s London atelier, with GOTS (Global Organic Textile Standard) certified ‘peau de soie’ from Taroni, the luxury Italian silk producer. The print was created especially as an homage to Thandie’s first appearance in the motion-picture franchise. It features images of her personal Star Wars figurine collection, photographed by Christian Hogstedt and layered over the iconic Vivienne Westwood Absence of Roses print. The gown is finished with details of gold, jet black and iridescent upcycled Swarovski crystals.

The Green Carpet Challenge Archive