GCFA, Italia 2020: The World’s First Digital Green Carpet Showcases The Best In Sustainable Style

You’re invited to walk the Digital Green Carpet ahead of the world’s first virtual Green Carpet Fashion Awards, Italia. With an interactive archive of all the best GCFA looks over the last four years, and green make-up tutorials to help you get ready in true sustainable style, find out everything you need to know about the immersive online experience.

 2020 marks the fourth year of The Green Carpet Fashion Awards, Italia: the event celebrating the commitment of fashion houses to sustainability, as they work to embrace rapid change while preserving the heritage and authenticity of small-scale producers.

Ahead of a very special latest edition for this year, Camera Nazionale della Moda Italiana (CNMI), in collaboration with Eco-Age, and with the support of the Italian Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency (ITA), has today launched the world’s first Digital Green Carpet, featuring an in-depth look at the sustainable style of iconic global stars, influencers and designers.

Every attention to detail has been paid to ensure that physical moments loved by followers and guests from past GCFA awards are recreated through technology. For example, what was once a physical green carpet created by Aquafil using ECONYL® regenerated nylon, can be explored on the platform as a virtual experience.

Users can navigate the platform through an interactive globe, guiding them to the provenance of celebrity Green Carpet Challenge (GCC) looks from around the world. You can now walk the archives of the Green Carpet Fashion Awards and learn more about the looks to date, browsing through iconic outfits from the very first event in 2017 until now. As the countdown to the night of the event begins, you can get ready with the ultimate ‘how to’ guides for green glamour given by celebrity stylists and make-up artists.

The digital platform is a build-up to the world’s first virtual Green Carpet Fashion Awards ceremony that will be broadcast on 10th October. On this date, through the power of augmented reality, visual effects and celebrity holograms, the platform will transform into a showcase of sustainable excellence from leaders and disruptors within the fashion industry. Some of the most exciting influencers from all over the world such as Iman, Julianne Moore, Robert Downey Jr. and Roy Wang will also join in, showcasing their GCC looks for the awards night.

In parallel with this unprecedented digital launch, the GCFAs expands to China this year, marking the 50th anniversary of the establishment of diplomatic ties between China and Italy. A special world premiere on the same day with exclusive Chinese partner APAX Group will feature a physical event, red carpet, gala dinner and China Awards Ceremony.

“Going from one of the biggest green carpet, covering the La Scala square in Milan in its entirety and produced with discarded fishing nets by Aquafil, to a ‘virtual’ carpet – required a lot of ingenuity and disruption and opened an incredible opportunity to think far and wide,” explains Livia Firth, Creative Director and Co-founder of Eco-Age.

“We did not simply want to host some celebrity testimonials, but offer an entire destination platform to showcase everything that revolves around an occasion such as the red carpet, offering inspiration about sustainable choices – from dressing to hair and make-up and even dining! to host your own Green Carpet Fashion Awards viewing party from home. So, this time we have a global green carpet and I can’t wait to see everything that will go on in there in the next two weeks!”

Image: Nagivate the globe to dive into the GCFA archives and browse all the sustainable celebrity looks
Image: Discover all the details about the GCFA looks from 2017 to today on the digital green carpet

“Sustainability and digitalisation are two of the main pillars of our operating strategy,” added Carlo Capasa, President of Camera Nazionale della Moda Italiana. “We are happy to present this project in these difficult times when it is more important than ever to send a positive message of change to work together with the entire fashion industry and our supply chains, the government and the designated institutions to help our planet for generations and to build a better future for everyone.”

“The 2020 Green Carpet Fashion Awards showed how our businesses were able, at such a difficult time and in an increasingly complex scenario, to rapidly adapt to foreign markets,” said ITA President Carlo Ferro. “Spending behaviour, especially that of the new generations, is tending more and more towards quality and sustainability – the strengths of our fashion industry. And demarcation between online and offline is continually blurring, which is why ITA is heavily committed to supporting the digitalisation of trade fairs and events like this, as well as helping our enterprises access e-commerce platforms to sell their products”

Sky will broadcast the GCFAs in the UK, Italy, Germany and Austria, Tencent is the live platform streaming partner in China and on YouTube, Fashion Channel will premiere the awards in all the other territories globally on October 10th with a special edition presented by Robert Downey Jr.

Don’t miss your chance to be part of a fashion revolution that will protect our planet, communities and nature’s resources. Make every step count and help to shift the axis on which the fashion industry operates, proving it really is possible to create sustainable looks that don’t cost the earth.