Why fashion?
Why now?

We often look at global issues through the lens of fashion, simply because we all get dressed every single day. Being one of the few all-spectrum industries (from agriculture to communications), fashion has its fair share of global issues: it is in fact one of the most polluting industries and biggest employer of slave labour worldwide.

Moreover, no sector tells the tall tale of globalization quite like apparel and no people tell the truth about globalization like fashion people – from cotton growers to the garment makers (when they are listened to, which is rare), to the sourcing agents that scour the world in search of the cheapest prices, to the shippers and merchandisers. This is a story of inputs from across the globe.

We live in an age when a design might come together in Scandinavia only to be ‘made’ in Vietnam from cotton grown in Pakistan, housed in Dubai with metal fasteners produced in China. The variables are endless, but one thing is for certain: fashion is on the frontline of globalization – and it’s our responsibility to make sure that sustainability is at its core.

Our daily routine of getting dressed holds the potential to shake up the course of history.

So how do we re-fashion the world?

“We have now proven beyond any reasonable doubt that ethics and aesthetics are a match made in heaven” Livia Firth
“We are happy to send, in these difficult times, a positive message of change to help our planet for generations and to build a better future for everyone.” Carlo Capasa

The Green Carpet Challenge (GCC) was born in January 2010, when Livia Firth stepped onto the Golden Globes red carpet wearing a repurposed wedding gown. Since then, designers and celebrities worldwide have brought the best of sustainable style into the spotlight, changing the conversation around the fashion industry forever.

Over the last decade, the GCC has seen some of the biggest names all over the world showcasing sustainable looks – including Meryl Streep, Julianne Moore, Lupita Nyong’o, Cate Blanchett, Viola Davis, Emma Watson, Thandie Newton, Olivia Coleman and many more.

By illustrating the marriage of ethics and aesthetics through material innovation, artisan collaboration and so much more, it proves that every step of the garment supply chain can be engineered in favour of people and planet.

Following the global success of the GCC movement, Camera Nazionale della Moda Italiana in collaboration with Eco-Age devised and launched The Green Carpet Fashion Awards, Italia (GCFA) in Milan in 2017. Dubbed the ‘Oscars of Fashion’, the GCFAs are one of the world’s foremost sustainability and fashion awards, adding glamour and celebrity to environmental issues. Traditionally held at the La Scala theatre in Milan, the GCFA awards is the only ceremony to honor both the handprint of fashion (the human capital that goes into the making of garments) and the footprint of fashion (the natural capital and environmental impact) at this level.

The Digital Green Carpet

This year, for the very first time in its history, the Green Carpet Challenge goes digital.

An immersive online experience now allows you to walk the archives of the Green Carpet Challenge and learn more about the looks to date, including Emma Watson’s iconic Calvin Klein dress for the Met Gala and Cate Blanchett’s 2014 Global Goals Armani Privé gown, which she re-wore at the 2018 Cannes Film Festival.

You can also learn all about the work that Camera Nazionale della Moda Italiana is doing in sustainability in Italy.

On October 10th join us live as the world's most important actors, designers and creators will walk our digital green carpet ahead of the GCFA film premiere.

Make every step count

We can all apply sustainability principles to what we wear every single day.

“We have now proven beyond any reasonable doubt that ethics and aesthetics are a match made in heaven,” says Livia Firth. “We need to move away from talking to doing and this new decade is all about this – fashion has a huge power to change the world and it’s time for everyone to show how.”

From learning the story behind your look to opting for natural and upcycled fibres, or simply buying second hand, there are many simple ways to get involved in the Green Carpet Challenge movement every day. And it all starts from the moment you wake up and decide what to wear.

Don’t miss your chance to be part of a fashion revolution that will protect our planet, communities and nature’s resources. Make every step count and help to shift the axis on which the fashion industry operates, proving it really is possible to create sustainable looks that don’t cost the earth.

Camera Nazionale della Moda Italiana

Sustainability is one of the pillars of CNMI’s strategy and it is an area in which it has been active for years, with the company’s values upheld through the creation of a Work Group whose members include Bottega Veneta, Ermenegildo Zegna, Fendi, Gianni Versace, Giorgio Armani, Gucci, Loro Piana, Moncler, OTB, Prada, Salvatore Ferragamo, Valentino.

CNMI’s commitment to sustainability in fashion began in 2012, with the publication of the ‘Manifesto of sustainability for Italian fashion’, setting forth a 10-point plan which is followed this day. This includes designing long-lasting products with minimal environmental impact, using raw materials with a high environmental and social value and minimizing the consumption of energy and natural resources.

This 10-point plan was followed by the publication of ‘Guidelines on eco-toxicological requisites for clothing, leather goods, footwear and accessories’ (February 2016), ‘Guidelines for Sustainability in retail’ (September 2017), ‘Guidelines on the eco-toxicological requirements for chemicals mixtures and industrial discharges’ (March 2018), the ‘Global Sustainability Report - Sustainability matters, but does it sell?’ (2019) in collaboration with Mc Kinsey & Company; and the ‘Manifesto on Diversity and Inclusion’ (2019).

The objective of CNMI is to continue to work towards achieving the goals and vision of the ‘Manifesto of sustainability for Italian fashion’. CNMI is carrying forward mass communication, education and training initiatives across the entire industry to ensure that sustainability becomes an integral part of the world’s perception of Italy and Italian fashion. As part of this strategy, the Green Carpet Fashion Awards Italia, is designed to re-launch the brand Made in Italy and its commitment to ethics and sustainability.

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Eco-Age is a brand and marketing consultancy specializing in sustainability and founder of The Green Carpet Challenge. The business occupies a unique space in the marketing/communications arena, with unparalleled expertise in sustainability, supply-chain, content creation, marketing, event-planning, internal and external communications and PR. Over the past ten years, Eco-Age has developed considerable connections with the world’s most influential voices in sustainability and is able to drive global debate, focusing on positive social and environmental impact.

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