One of the hottest red – err, green – carpets during fashion month took place in Milan in furtherance of sustainability. Eco-Age, the London-based sustainability-focused consultancy founded by Livia Firth, joined with Milan Fashion Week’s organizing body, the Camera Nazionale della Moda Italiana, to spotlight sustainability success stories at the inaugural Green Carpet Awards, an event that is already being dubbed the “Oscars of Fashion.”
The turn out was certainly one that could be equated to Hollywood's biggest evening. Vogue editor-in-chief Anna Wintour handed out an award, as did Naomi Campbell, fresh from the Versace runway, which was dedicated to the Gianni Versace two decades after his death. Rosita, Angela, and Margherita Missoni were in attendance, after Angela Missoni celebrated a 20-year milestone of her own at the family design house.
Actress - and Gucci muse - Dakota Johnson came along with creative director Alessandro Michele, while Italian artist and filmmaker Francesco Vezzoli accompanied Miuccia Prada. Firth's husband, actor Colin Firth, presented an award, as musician Annie Lennox.
“As public figures, we are exposed and we can contribute to spreading the message of sustainability; it’s important,” said Giorgio Armani, who was on hand to be recognized with the ‘CNMI Recognition of Sustainability’ award. Ms. Prada, Mr. Michele, and Valentino designer Pierpaolo Piccioli were also honored with this award in connection with their respective Made-in-Italy giants.
Speaking at the awards ceremony on Monday evening, which was held at Milan's famed La Scala opera house, Mr. Armani further noted, “Each one of us can examine the issue in their own personal way and be part of the project.”
Also in the mix: Supermodel Gisele Bundchen in a green gown by eco-friendly designer Stella McCartney to claim the first-ever ‘Eco Laureate’ award, created in partnership with Vogue Italia. She was honored for her work in the Amazon.
Brunello Cucinelli took home the ‘Community and Social Justice’' prize for his efforts to beautify the Italian valley where he produces his luxury collections. Tom Ford was named the ‘Best International Designer supporting Made in Italy,' and the seamstresses of Maison Valentino were honored for ‘The Art of Craftsmanship.'
And still yet, Tiziano Guardini, a young Italian designer, was chosen from 10 finalists who were shortlisted for the title of winner in the Green Carpet Challenge, a competition centering on the production of what Mrs. Firth calls "strong examples of how sustainability can actually enhance the design, which is an incredible jump forward."