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.