Turning The Red Carpets Green

Chiswick's Livia Firth takes on challenge to wear only ethical dresses during award season

Colin and Livia Firth at the Golden Globe Awards

12 Degrees of Ethical Fashion at Eco - We speak to Livia Firth about what we should be wearing and why it makes a difference


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Is ethical fashion able to survive the award's season? It is when you're Livia Firth founder of Chiswick's Eco emporium and wife of actor.

Livia has teamed up with journalist Lucy Siegle to undertake a challenge to wear only ethical and sustainable dresses during the 2010 film awards season.

Every time Livia steps on to the red carpet - as she did at the Golden Globe Awards (pictured right) - she will be taking part in an ethical fashion experiment for Vogue Magazine's Green Carpet Challenge.

The challenge encompasses concerns from how the dress is made and the fabric it is created in, to where it is made and who made it.

Ethical fashionastas can follow Livia's challenge via her Vogue.com blog here.

Of the 're-purposed' Christiana Couture wedding dress she wore to the Gold Globe Awards, Livia said, "It was a huge success in the sense that I don't think I've ever had so many compliments for a dress in one night.

"But people here do not seem to understand the concept of ethical fashion - they loved the dress but when I revealed the origin they sort of switch off as if it's not cool anymore because it was once a wedding dress. It's made me realise that although repurposing and vintage are great, we need to go one step further and make a really strong ethical fashion statement. Which means I now have to find the perfect dress for the Screen Actors Guild Awards in exactly a week."

January 20, 2010