The Green Carpet Challenge

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.

Jessie J for The Voice UK Finale, 2019

Jessie J wearing a beautiful custom Green Carpet Challenge gown designed by Nikki Wirthensohn Yassemi of Narces for The Voice UK finale, styled by Avigail Collins. The dress is made from tulle fabrics from Linda Baday’s Spring/Summer 1999 collection donated by the The Fabric Room, a Toronto-based showroom offering an extensive collection of the finest quality deadstock European fabrics that they aim to re-home by collaborating with luxury fashion designers. 

Olivia Colman, receiving her BFI Fellowship at the BFI Chairman’s Dinner

In her first appearance since her recent Best Actress Oscar win, Olivia Colman last night received her BFI Fellowship in recongition of her outstanding contribution to film and television, wearing a custom look designed by Deborah Milner in collaboration with Olivia’s stylist, Mary Fellowes. The fabric for Olivia’s look has come from Taroni Silk, a luxury Italian mill that in 2017 received the award for the “Most Sustainable Producer” at The Green Carpet Fashion Awards, Italia. Deborah Milner’s ethos is to create innovative couture using the challenges of sustainability as a catalyst for creativity, first establishing her sustainability commitments in 2005 with her Ecoture™ collection, inspired by the idea that brands can create aspirational fashion without sacrificing or exploiting the environment.  

Gisele Bündchen with husband Tom Brady at the UCLA Hollywood For Science Gala, 2019

Gisele wears Stella McCartney for the #GreenCarpetChallenge at the Hollywood For Science Gala in Los Angeles, which supports UCLA’s Institute of the Environment & Sustainability (IoES). The dress was made from traceable viscose that starts its life as a tree in a sustainably managed and certified forest in Sweden. Every year, 150 million trees are cut down to create fabric, which is why all of Stella’s viscose comes from sustainably managed and certified forests. Gisele was honoured at the Gala for her environmental activism. Styled by Evet Sanchez. 

Natasha Gordon, Evening Standard Theatre Awards 2018

Winner of the Charles Wintour Award for most promising playwright for ‘ Nine Night’, Natasha Gordon, wears a Vintage liquid gold SS94 Gianni Versace dress from William Vintage to the Evening Standard Theatre Awards – extending the lifetime of this beautiful garment to give it a new deserved moment and lease of life. William Vintage houses other beautiful, one of a kind haute couture dresses in its store, encouraging the reuse of beautifully handmade, crafted designs.

Thandie Newton, 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.

Gisele Bündchen, 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.

Penelope Cruz, 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.

Michael Fassbender, Golden Globes 2016

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

Livia Firth, 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.

Cate Blanchett, Golden Globes 2014

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

Rupert Friend, Screen Actors Guild Award 2014

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

Lea Seydoux, Baftas 2014

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

Marion Cotillard, Cannes 2013

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

Emily Blunt and John Krasinski, 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

Helen McCrory

Helen McCrory 1963 Givenchy gown from WilliamVintage, made from princess-cut ice blue and silver silk brocade.

Javier Bardem, 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.

Bradley Cooper, Golden Globes 2013

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

Nicole Kidman, Derby Day, Melbourne 2012

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

HRH Crown Princess Mette-Marit, 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.

Livia Firth, 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

Cameron Diaz, Met Ball 2012

Cameron Diaz in Stella McCartney


Meryl Streep, Oscars 2012

Meryl Streep in Lanvin made from eco-certified Fabric

Michael Fassbender, Baftas 2012

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

Viola Davis, Baftas 2012

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

Armani, Golden Globes 2012

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

Livia Firth, 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.

Elizabeth McGovern, Cannes 2011

Elizabeth McGovern in Gucci, made from up-cycled wool

Livia Firth, The Oscars 2010

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

Livia Firth, Golden Globes 2011

Livia Firth in a Prophetik gown made from peace silk

Livia Firth, A Single Man Premiere, 2010

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

Livia Firth, Screen Actors Guild Awards, 2010

Livia Firth in a Casey Larkin gown made from milk fibre

Golden Globes 2010

Livia Firth in a Christiana Couture upcycled wedding dress