The Green Carpet Fashion Awards (GCFA), led by Eco-Age founder Livia Firth, unite fashion and film with a new wave of sustainability in Hollywood.
Last month, Firth hosted an intimate dinner and cocktail party to celebrate the award show’s anticipated move to Los Angeles for the 2023 event. Held at the San Vicente Bungalows, the evening honored Tom Ford, Aurora James, Bethany Yellowtail and Rashad Robinson for Color of Change. Firth hosted, alongside model and activist Bethann Hardison and the honorees.
The Italy-based sustainability and communications agency chose to move to Hollywood to mark the start of a new direction for the GCFAs, which the organization will continue to take in 2023. Most recently, the 2020 GCFAs took place at the Teatro alla Scala Opera House in Milan, Italy, with five honorees including Zendaya and designer Sindiso Khumalo.
The Green Carpet Fashion Awards 2020 awarded five statuettes with winners on October 10, including Zendaya, for her work increasing inclusivity in the style world, and designer Sindiso Khumalo. The awards were held digitally, streamed on YouTube’s Fashion Channel and featured 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 that aims to end plastic pollution by innovating an alternative to plastic film that is both ubiquitous and problematic in the fashion industry and beyond.
In addition, Yellowtail was honored for the eponymous brand and fashion label B. Yellowtail, whose core values are focused on championing indigenous craft, upholding social justice, and preserving heritage culture and community, while recognizing James for her passion for artisanal design and social justice with Brother Vellies, her brand dedicated to keeping traditional African design practices and techniques alive and creating and preserving artisan jobs. Robinson accepted on behalf of Color of Change, the racial justice organization committed to marketing economic inclusiveness and securing financial equality for black people in America.
The Green Carpet Fashion Awards are presented in honor of the Green Carpet Challenge, which was created 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 must harness its power for people and the planet,” said Firth. “Fashion can and should be a lifeline. We must come together and forge strong paths centered on human and environmental justice. All those distinguished here today look crisis and conflict in the eye. By doing that and actively creating our future, we are embracing active hope. The GCFAs advocate active hope and deep, truthful work for transformation.”
Livia continued: “The fashion landscape today has changed dramatically 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 spans the globe, touching billions of lives and reliant on a healthy biosphere. We need to use that reach and that power to drive purposeful change. We also know that sustainability solutions are intersectional solutions, that environmental justice is completely intertwined with social justice. The Green Carpet Fashion Awards are about all this and show the level of dedication and focus we all need to reflect; they are about working together as an industry that needs to be ramped up. This is why this new concept for the GCFA is for us a pivotal point for the fashion industry, also harnessing the power of Hollywood, as movies and fashion have always been linked and flirting with each other in a symbiotic relationship .”
Other attendees of the evening were Nikki Reed, Amber Valetta, Heidi Klum and Alessandra Ambrosio.