The Green Carpet Challenge – A History

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

Gisele Bündchen in Stella McCartney at the Renaissance Awards, 2021

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

Cate Blanchett in Armani Privé

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

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

The GCC at the Green Carpet Fashion Awards


Zendaya wears vintage Versace on the digital green carpet for the Green Carpet Fashion Awards 2020. 

Zendaya wears a brown silk cady column evening gown from the Versace RTW FW 1996 women’s collection. The top is embroidered with paillettes and beads, and the shoulder straps are embellished with Medusa heads. A purple version of the dress was worn by supermodel Kate Moss starring in the advertising campaign photographed by Richard Avedon.  For her Green Carpet Challenge debut, Zendaya glamorously illustrates that we should cherish and celebrate beautiful designs that have been seen before – fighting against a fast paced throwaway culture that can be incredibly damaging to the environment, wasting skills and resources. 

Celeste wears archive Gucci on the digital green carpet for the Green Carpet Fashion Awards 2020. 

Celeste’s stunning evening gown was originally made for the Cruise 2020 collection and is re-worn on the digital Green Carpet. The black silk moiré crew-neck gown with asymmetric skirt is made from responsibly sourced viscose and embroidered with Swarovski lead-free Advance crystals, worn with salmon pink cady long stretch gloves. Gucci has long-standing history with the Green Carpet Challenge, first dressing Elizabeth McGovern in 2011 in an upcycled wool dress and most recently winning the Responsible Disruption Award at the 2019 GCFAs with its I Was A Sari project. 

Arizona Muse wears Alberta Ferretti on the digital green carpet for the Green Carpet Fashion Awards 2020

Alberta Ferretti is a longtime friend of Eco-Age and a frequent supporter of the Green Carpet Challenge. Arizona chose to rewear a gown that was made for the Venice Film Festival and is created from certified organic silks that have been produced without chemical pesticides. Organic farming helps support biodiversity, a key priority for the future.

Laura Dern wears Giorgio Armani on the digital green carpet for the Green Carpet Fashion Awards 2020. 

Laura Dern is among the growing list of celebrities making sustainability statements on the red carpet by re-wearing past outfits. For her Green Carpet Challenge look, she re-wore a Giorgio Armani black classic gown that Laura has donned for a number of past events spanning from 1995 to the 2020 post-Oscars Vanity Fair Party. Giving pre-existing gowns the glory and glamour they deserve, Laura’s Green Carpet look aligns perfectly with the GCC concept and proves that good garments should never have an expiration date. 

Alexa Chung wears vintage Prada on the digital green carpet for the Green Carpet Fashion Awards 2020. 

For this year’s digital green carpet, Alexa chose to re-wear a vintage cocktail dress crafted from gold lamé brocade that she wore to the Vogue 100 event in 2016. Prada is a regular Green Carpet Challenge supporter, most recently dressing Matilda Lutz at the 2019 GCFAs in a custom gown inspired by twentieth century walking dresses and made from certified organic silk and embellished with Swarovski lead-free Advance crystals. 

Ellie Goulding in Ralph and Russo on the digital green carpet for the Green Carpet Fashion Awards 2020. 

Ellie Goulding wears a custom couture look by Ralph and Russo, adorned with Gemfields Zambian emeralds and paired with responsibly sourced jewellery by @Chopard on the digital green carpet for the Green Carpet Fashion Awards 2020. Ralph and Russo created a one-of-a-kind silk double satin gown in emerald green with an intricately layered bustier and symmetric over-the-shoulder cape fabric draping, which features over 150 Zambian emeralds from @gemfields – a world-leading supplier of responsibly sourced, African coloured gemstones – and reflects both brands’ passion for preserving an innate level of artisanal craftsmanship and detail.


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

The GCC at the Met Ball

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


Livia Firth in Laura Strambi, 2017

Gisele Bündchen in Stella McCartney, 2017


Emma Watson, Lupita Nyong’o and Margot Robbie in Calvin Klein, 2016


Livia Firth in Antonio Berardi, 2015

Livia Firth in Carolina Herrara, 2014


Emily Blunt in Carolina Herrara and John Krasinski in Tom Ford, 2013

Livia Firth in Moschino, 2013


Livia Firth in Prada, 2012

Livia Firth in Stella McCartney, 2011