Welcome to the Eco Age
Not content to simply grace her Oscar-winning husband, Colin Firth's, arm during awards season, Livia Giuggioli Firth uses the red carpet as a platform. Upon opening her boutique, Eco Age, in London in 2008, "We discovered it was difficult for ethical designers to get exposure at big events, like on the red carpet, that are dictated by big brands."
Shortly thereafter, her husband garnered critical acclaim for his role in A Single Man. "It was clear I would be doing awards season. I got excited about using my small involvement in it to promote sustainable fashion." So Firth launched the Green Carpet Challenge to bring awareness to the beauty of eco-design.
"That first year I wore vintage, recycled, and mud-dyed fabrics on the red carpet," she recalls. "I'm very proud of the designers we worked with. A few pieces made the press purely for their aesthetic appeal and merit. We managed to normalize the look of ethical design."
This year, she repeated the challenge as hubby Colin made the rounds with The King's Speech, for which he won the Oscar for Best Actor. "I am in no way perfect yet," Firth says of her stylish overhaul. "But I am slowly building a wardrobe of pieces that I know the history of and how the garment is made." Therein lies all the difference.