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GREEN ROOM: Gucci displayed its green fiber by revealing a partnership with Italian environment minister Corrado Clini ahead of its ready-to-wear show on Wednesday, which kicked off Milan Fashion Week. Gucci chief executive officer Patrizio di Marco signed an agreement to monitor and estimate the carbon footprint of Gucci products and the ethical and social impact of the company’s activities. The final goal of the project is to reduce and compensate the carbon footprint in order to obtain carbon-neutral products.

Di Marco noted that Gucci also took part in elaborating a “Manifesto for Sustainability in Italian Fashion,” promoted by Camera Nazionale della Moda.

Gucci has developed several sustainable initiatives over the years, including the introduction of recyclable packaging and deliveries with electric vehicles. The company also started using polyurethane, instead of PVC, for its GGplus fabric.

Later at the fashion show, Livia Firth revealed she was working on a “big project” with Gucci, to be unveiled later this year. The Italian wife of actor Colin Firth, who promotes the use of sustainable materials in fashion, said she was heading to New York next week with Vogue Italia editor-in-chief Franca Sozzani for a lunch organized by global awareness campaign Fashion 4 Development, for which Sozzani is a goodwill ambassador.

Firth said she would be presenting her Green Carpet Challenge to the first ladies of countries such as Bangladesh and other major textile exporters. “Obviously you want to make them aware of the Green Carpet Challenge for their public appearances, but the Green Carpet Challenge is not only about what you wear,” she said. “You want them to be aware of certain issues, because we know how much women can influence their husbands.”

So will U.S. First Lady Michelle Obama be attending? “I don’t know. Hopefully, yes,” Firth said with a smile.

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