Livia Firth On Her Campaign for Greener Fashion

Livia Firth
Photo: Getty Images
Livia Firth.

While we never tire of seeing pretty faces and pretty gowns on the red carpet, it’s always refreshing to see someone with a lot more than that behind her look. Livia Firth, wife of Colin Firth and the brains behind the Green Carpet Challenge, is one of those people.

She’s an environmental activist and the founder of Eco-Age, an online boutique that sells ethical fashion.

"Once you've seen how a factory producing throwaway fashion operates, you can never really go back to the high street," she told the Telegraph. So Firth enlisted the likes of Tom Ford, Valentino, Lanvin and more to create red carpet-worthy gowns from recycled, vintage, or eco-friendly materials.

“When I first embarked on the Green Carpet Challenge, I could see people switching off," she said. "One white dress in particular got loads of compliments, but when I told people it was a recycled wedding dress, they physically recoiled."

She’s not giving up, though—instead, using her visibility to recruit pals like Julianne Moore and Meryl Streep (who wore an eco-friendly Lanvin gown to accept her latest Oscar) to raise awareness.

“I'm a born campaigner, I suppose,” she said. “But also banging the ethical drum gave me a purpose on the red carpet. I wasn't just this woman clinging onto Colin's arm."