The Green Carpet Fashion Awards (GCFA), led by Eco-Age founder Livia Firth, combine fashion and cinema with a new wave of sustainability in Hollywood.
Last month, Firth hosted an intimate dinner and cocktail party to celebrate the long-awaited move to Los Angeles for the 2023 event. The evening, held at San Vicente Bungalows, honored Tom Ford, Aurora James, Bethany Yellowtail and Rashad Robinson for Color of Change. Firth hosted, along with model and activist Bethann Hardison and the honorees.
The communication and sustainability agency based in Italy chose to move to Hollywood to mark the beginning of a new direction for the GCFAs, which the organization will continue to pursue in 2023. More recently, the 2020 GCFAs took place at the Teatro alla Scala in Milan, Italy, awarding five winners, including Zendaya and designer Sindiso Khumalo.
The 2020 Green Carpet Fashion Awards awarded five statuettes on October 10 with winners including Zendaya, for her work that increases inclusivity in the world of style, and designer Sindiso Khumalo. The awards were held digitally, streamed on YouTube’s Fashion Channel and incorporated a mix of film, visual effects, holograms and augmented reality.
The four winners were all selected to represent different pillars of the GCFAs: Environmentally Restorative (Ford), Socially Just (Yellowtail and James) and Economically Inclusive (Robinson). Ford is behind the Tom Ford Plastic Innovation Prize, a groundbreaking and transformative competition focused on ending plastic pollution by innovating an alternative to plastic film that is both ubiquitous and problematic in the fashion industry and beyond.
Additionally, Yellowtail was awarded for the eponymous brand and fashion brand B. Yellowtail, whose core values are centered around advocating indigenous craftsmanship, advocating social justice, and preserving the heritage culture and community, while James is recognized for her passion for handcrafted design and social justice with Brother Vellies, her brand dedicated to keeping traditional African design practices and techniques alive, while creating and supporting handcrafted works. Robinson agreed on behalf of Color of Change, the racial justice organization dedicated to bringing economic inclusiveness to the market and ensuring financial equality for blacks in America.
The Green Carpet Fashion Awards are held in honor of the Green Carpet Challenge, which ended during the 2010 awards season. Since then, several stars have supported the challenge by wearing sustainable brands on red carpets, including Penelope Cruz, Olivia Colman, Thandiwe Newton, Cate Blanchett and Michael Fassbender.
“This is not a celebration of an industry with the power to distract. Rather it is the recognition of an industry that needs to harness its power for people and the planet, “Firth said.” Fashion can and should be a lifeline. We must unite and forge strong paths with justice. human and ecological take center stage. All those awarded here today look crisis and conflict in the eye. By doing this and actively creating our future, we embrace active hope. GCFAs support active hope and deep work and truthful for transformation “.
Livia continued: “Today’s fashion landscape has changed radically and, after two years of pandemic and now war and conflict, diaspora and trauma, we all feel overwhelmed. Fashion is a full spectrum industry that spins around the world, touches billions of lives and relies on a healthy biosphere. We need to use that reach and power to bring about intentional change. We also know that sustainability solutions are intersectional solutions, that environmental justice is totally interconnected with social justice. The Green Carpet Fashion Awards are all about this, showing the level of commitment and focus we all need to reflect; it’s about joining forces as an industry that needs to step forward. This is why this new concept for the GCFA marks a pivotal point for us for the fashion industry, also using the power of Hollywood as film and fashion have always been interconnected, flirting with each other in a symbiotic relationship. “
Other attendees on the evening included Nikki Reed, Amber Valetta, Heidi Klum, and Alessandra Ambrosio.