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!”