2014 Green Carpet Collection Launch

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Once again, Livia Firth has joined forces with online retailer Net-a-Porter to launch an exclusive capsule collection that is completely ethical and sustainable. Last September we saw a capsule collection that was created by five prestigious British designers – Victoria Beckham, Erdem Moralioglu, Christopher Kane, Burberry’s Christopher Bailey and Roland Mouret. The designers were challenged to produce high-end luxury garments that were made only from sustainable materials. This year’s collection was made entirely by British designer Stella McCartney, using only materials that are recycled or sustainably certified. This is the first time a single designer has created an entire capsule collection for the Green Carpet Challenge. The 13-piece collection consists of evening looks that combine feminine colors with bold graphic abstraction, creating the perfect marriage of ethics and aesthetics. As with the previous Green Carpet Challenge collection, this year’s collection was launched during London Fashion Week at an event hosted by Net-a-Porter founder Natalie Massenet, Anna Wintour, Stella McCartney and Livia Firth. Firth is the creative director for Eco-Age, formerly a website that covered ethical fashion, beauty, culture, travel, food and environmental news. Now it has transformed into a guarantor of social, ethical and sustainable excellence in the fashion industry, as well as a brand consultancy that enables businesses to achieve growth by adding value through sustainability. Firth launched the Green Carpet Challenge in 2009 to encourage the wearing of sustainable fashion at red carpet events, and McCartney was the first big name designer to participate. Firth also called on Gucci to collaborate with the Green Carpet Challenge in creating an eco-friendly and ethically produced handbag collection. This was followed by a Chopard collaboration to create an ethically made jewelry collection that was launched in Cannes 2013 and at the Venice Film Festival 2013. Firth paired with Massenet, who is also the chairwoman of the British Fashion Council, to create exclusive Green Carpet Challenge clothing collections for Net-a-Porter. Their goal was to introduce sustainable fashion to high end consumers, and to make ethical sourcing and supply chains more attainable for designers. Selected styles from the Green Carpet Challenge collection will be available from November, exclusively at Stella McCartney stores and on Net-a-Porter.