London Fashion Week: Stella McCartney + Livia Firth’s “Green Carpet Collection”

By Ecouterre

Looks like Livia Firth's Green Carpet Challenge is all grown up. The sustainable-fashion initiative, which used London Fashion Week as a coming-out party of sorts, held a star-studded event on Sunday to launch the inaugural "Green Carpet Collection". Co-hosted by designer-activist Stella McCartney, who spearheaded the collection, along with Vogue's Anna Wintour and Net-a-Porter founder Natalie Massenet, the party rallied together the likes of Colin Firth, Paul McCartney, Drew Barrymore, Salma Hayek, Rita Ora, and Samuel L. Jackson at the Royal Institution of Great Britain to toast the Challenge's first capsule by a single label.


The 13 evening looks, which boast “delicate femininity and bold graphic abstraction,” comprise materials that are either recycled or certified sustainable, according to Firth. Accessories included recycled-brass jewelry and bags lined with fabric made from recycled plastic bottles.

A far cry from crunchy stereotypes, the collection is the “perfect marriage of ethics and aesthetics,” she added.

“This breakthrough collaboration is a defining moment for the GCC brandmark and very poignant for me as creative director of Eco-Age, as Stella was the first big designer to take part in The Green Carpet Challenge and is now the first to produce an entire collection,” Firth said. “This exquisite collection displays all that is unique in Stella’s design ethos, wonderfully enhanced by the partnership with the GCC.”

Select designs from the collection will be available at Stella McCartney stores and Net-a-Porter in November.

From left, event co-hosts Natalie Massenet, Anna Wintour, Stella McCartney, and Livia Firth.




Ecouterre is a website devoted to the future of sustainable fashion design. We’re dedicated to showcasing and supporting designers who not only contemplate cut, form, and drape, but also a garment’s social and environmental impact, from the cultivation of its fibers to its use and disposal. Our ethos: To follow the evolution of the apparel industry toward a more environmentally sound future, as well as facilitate a conversation about why sustainable fashion matters.


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