What is the Green Carpet Challenge?
Back in 2010 the Green Carpet Challenge disrupted traditional fashion, bringing sustainable style concepts from upcycling to regenerative materials straight to the globe’s biggest fashion showcases – from the Oscars to the Met Ball. It has been credited with changing the face of awards-dressing, sustainable style and the wider fashion industry. It has served as the launch pad for some of the most important concepts and talents in the sustainable fashion arena.
The Green Carpet Challenge (affectionately known in the business by the shorthand ‘the GCC’) has proved to be one of those rare things – a major fashion disruptor that turned into an enduring movement and educational tool. While the GCC doesn’t pretend to solve fashion’s huge impact on people and planet, it serves as an inspiration for stylists, designers and talent to do things posively and differently.
In 2010 Livia Firth began the Green Carpet Challenge, wearing an upcycled dress to the Golden Globes.
By 2012 the GCC had a presence on every major red carpet. The GCC team began to work direct with some of the most famous design houses and revered ateliers on the planet. These designers and makers worked to a strict series of GCC protocols.
“The red carpet is one of the biggest storytelling platforms there is, and an opportunity to change conversations. Wearing a sustainable garment (at award ceremonies) has become a way to lead by example, but also challenge the current fashion system.”
Harriet Vocking, Chief Strategy Officer, Eco-Age
The GCC on the Red Carpet
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.
Michael Fassbender, Golden Globes 2016
Michael Fassbender in a OEKOTEX ® certified, low environmental impact, European spun and woven wool suiting tuxedo by Tom Ford
Cate Blanchett, Golden Globes 2014 and Cannes Film Festival, 2018
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
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 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.
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 2011
Armani created this gown from recycled, post-consumer plastic bottles.
Elizabeth McGovern, Cannes 2011
Elizabeth McGovern in Gucci, made from up-cycled wool
Livia Firth, Golden Globes 2011
Livia Firth in a Prophetik gown made from peace silk
Livia Firth, The Oscars 2010
Livia Firth in a From Somewhere dress made from end-of-line offcuts
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
Stella McCartney, Letitia Wright, Amber Valletta & Shailene Woodley in Stella McCartney
The looks showcase a whole host of reduced impact materials including fully traceable wool, organic cotton and viscose made from certified and responsibly-managed Swedish forests and woven in Italy. Stella is no stranger to the #greencarpet – the vegetarian visionary and responsible luxury icon has been behind numerous #GreenCarpetChallenge looks over the years.
Adut Akech in Valentino
The floor length gown was crafted by skilled Italian seamstresses in the Valentino atelier, celebrating Made in Italy and reflecting Valentino’s visionary, iconic and longstanding contributions to the fashion industry as a whole. The gown was created using superior quality micro faille and crepe de chine, both made of organic GOTS certified silk produced by a historical Italian supplier. All components are reclaimed and come from renowned suppliers, and have been tested to verify the absence of dangerous chemicals as per the most advanced standards
Jess Glynne in Vivienne Westwood
Jess’ gown is created in ivory ‘Peace Silk’, made by Cocccon in India and is certified by the Global Organic Textile Standard (GOTS). Peace Silk fabric and yarn is non-violent and allows the silk butterfly to live beyond the cocoon. Designing with organic materials contributes to the preservation of local land, air and soil integrity through avoiding chemical agricultural pesticides. Avoiding virgin material production through the use of existing garments honours and optimises the resources and labour used for their original production.
Cate Blanchett in Stella McCartney
Cate Blanchett wears Stella McCartney and Chopard jewellery for the Green Carpet Challenge. The look has been taken from the Green Carpet Collection from 2014. The look has been hand printed with certified water-based inks, RWS certified sustainable wool and GOTS certified organic silk fabric.
Julianne Moore in Ferragamo
Julianne Moore wears a custom Ferragamo dress and Chopard jewellery for the Green Carpet Challenge. This bespoke gown has been made from ‘perPETual’ fabric, named this way because it is made from post-consumer PET bottles transformed into jersey by a patented polymerization process. perPETual has developed breakthrough proprietary recycling technology (ReNEW process), to transform 100% postconsumer-waste plastic bottles in to 100% recycled polyester filament yarn. The look is completed with custom shoes and bag made from GOTS certified silk from Centro Seta, and Oeko-Tex®100 leather tanned with Metal Free Hydroki® Technology and finished with Smartech technology, meaning no water, or CO2 emissions.
Alison Brie in Miu Miu
Alison Brie wears Miu Miu and Chopard for the Green Carpet Challenge. This bespoke gown has been made from GOTS certified organic duchesse silk. The ivory coloured bustier has been embellished with Swarovski lead-free Advanced Crystals.
Cindy Crawford in Versace
The gown’s chain-patterned bodice is entirely hand-embroidered and embellished with @Swarovski lead-free Advanced Crystals. The organic satin and duchess silk fabric is GOTS certified, ensuring that raw materials are organic and that no toxic chemicals were used during production. The zips and fasteners are made with GRS certified recycled materials. The gown was hand-constructed at the Versace Atelier in Milan – an exceptional dress, Made in Italy, that respects and applauds strong sustainability principles. #GCFAItalia #AtelierVersace
Livia Firth in Richard Quinn, 2019
Livia Firth wears a custom Richard Quinn dress, made from Boselli, Italy GRS certified recycled polyester georgette printed in the Richard Quinn studio using Epson digital printing, reducing waste by only printing the required amount of fabric. The base layer is made from a GOTS organic certified silk base from the CNMI Green Carpet Fashion Award winner Taroni Silk. The dress is embellished with upcycled Swarovski crystal stones, all hand-sewn in London. The look is completed with a custom Stephen Jones Millinery headpiece, made from offcuts of felt from previous creations, and wild pheasant feathers collected in the Suffolk countryside. Jewellery by Chopard, as part of The Journey To Sustainable Luxury. The shoes are old Roger Vivier, and the clutch is Buddhi Batiks from the Commonwealth Fashion Exchange.
Livia Firth in Giambattista Valli, 2019
Giambattista Valli sourced the organic silk in Livia’s dress from Taroni, founded in 1880 in Como, Italy. Chosen for its commitment to sustainability and responsible production, Taroni was recognised at The Green Carpet Fashion Awards Italia 2017, winning the coveted Sustainable Producer award. Livia also wears jewellery by Chopard as part of The Journey To Sustainable Luxury.
Gisele Bündchen in Giambattista Valli, 2018