Sustainable excellence is something upon which Eco-Age prides itself. The Green Carpet Challenge initiative, adopted by the company’s Founder and Creative Director, Livia Firth, is about bringing this ethical aesthetic to the forefront of the fashion industry and building advocates for the cause.
This was perfectly demonstrated on the red carpet at this year’s Met Gala. Livia ‘re-cycled’ the dip-hemmed gown made from end-of-the-line, up-cycled duchess silk by designer Henrietta Ludgate that she first wore to the Winter Whites Gala at Kensington Palace in 2013.
The #30wears campaign encourages consumers to make considered purchases: if you wear (and re-fashion) a garment at least 30 times it is a sustainable investment.
Not only did Livia uphold her promise to champion sustainability, ethics, and social welfare on the red carpet, she also inspired fellow guests to do the same.
Emma Watson, Lupita Nyong’o, and Margot Robbie wore custom Calvin Klein Collection reworked with sustainable elements. The in-house design team collaborated with Eco-Age to create looks made from reusable materials to tie in with this year’s Met Gala theme ‘Manus x Machina: Fashion in an Age of Technology’.
“Thank you Calvin Klein & Eco Age for collaborating with me and creating the most amazing gown,” the actress said on her Facebook page.
“I am proud to say it is truly sustainable and represents a connection between myself and all the people in the supply chain who played a role in creating it. The body of the gown is crafted from three different fabrics, all woven from yarns made from recycled plastic bottles (!). Plastic is one of the biggest pollutants on the planet. Being able to repurpose this waste and incorporate it into my gown for the #MetGala proves the power that creativity, technology, and fashion can have by working together.”
Both Lupita and Margot’s looks were also designed using sustainable fabrics on gowns that were already in production, with a view to repurposing them for future wear.
The Green Carpet Challenge is an initiative that leverages the power of ethical storytelling in the industry and the fundamental importance of sustainable fashion.
As a business, Livoos encourages ethical responsibility by putting giving at the centre for conscious consumers. Styling for good is the future.
Giving is the greatest luxury.
Written by Daisy May Sitch
Photo: Mike Coppola/Getty Images