In September 2017, Milan will host the first Global Green Carpet Fashion Awards Italia 2017. The award wants to prize most sustainable fashion brands worldwide – both established pret-à-porter designers and upcoming new ones.


Supporters of the event will be Italian Fashion Chamber, the Italian Ministry of Economic Development (MISA), the Italian Trade Agency (ITA) and Milan city municipality, in addition to Livia Firth, founder and creative director, Eco-Age, and wife of actor Colin Firth. Firth created her own foundation in 2010 and since then encouraged fashion designers like Armani, Valentino, Prada, Gucci and others to follow eco-friendly and sustainable practices, while encouraging stars to wear such creations for red carpet events.


“For years, we as Italian Fashion Chamber have been supporting the creation of a discussion table through which fashion companies can learn and better their competence in sustainable and trackable industrial practices,” commented Carlo Capasa, president, Italian Fashion Chamber. “We set guidelines for such standards and are happy that Italy can become the worldwide reference for sustainable glam brands. As Livia has promoted sustainable fashion for a long time, she is the perfect personality for supporting this initiative, a real Oscar Award for the best achievements in this field.”


The first Global Green Carpet Fashion Awards Italia will take place on Sunday, 24 September 2017 in the prestigious location of Teatro alla Scala in Milan and will involve personalities, artists and fashion insiders. 


“People asked me when I started caring for sustainable practices,” explained Livia Firth. “I think that for the fact that I was born and raised in Italy, I have learned here the importance of well-done products manufactured according to criteria that respect and care for the environment, and follow ethical and social justice practices.” And continues: “If we achieved this goal we have first of all to thank Franca Sozzani, who has suggested this initiative and encouraged me to support it as long as she could.”


The Green Carpet Fashion Award Italia will present some of most sustainable fashion collections worldwide from both renowned luxury fashion designers and upcoming young ones. Each fashion house participating in the award will work closely with Eco-Age to create a look following strict Green Carpet Challenge validation criteria. Applications will be open from 1 March until 14 April 2017.