Livia Giuggioli Firth;Carlo Capasa;Cristina Tajani

MILAN – “It’s going to be full of surprises,” Livia Firth teased on Wednesday, speaking of the upcoming second edition of the Green Carpet Fashion Awards, Italia event, which will close Milan Fashion Week on Sept. 23.

That said, Firth, founder of Eco-Age, and Carlo Capasa, president of the Italian Camera Nazionale della Moda, did reveal that Cate Blanchett, Julianne Moore, Cindy Crawford, Armie Hammer as well as Colin Firth will attend the event at the La Scala theater. This is not a superficial step for them, contended Firth. “They come because they believe in it, and by being here they give an important message.”

The press conference to discuss the next edition of the awards was held at La Scala and the square in front of the theater already showed some signs of the green backdrop organizers are setting up for the event, with an installation overseen by Vogue International editor at large Hamish Bowles.


Green Carpet Awards

The square in front of La Scala and the event’s installation.  Courtesy Image

Fourteen awards that will “recognize the value of craftsmanship and the human hand” will be handed out that evening, said Firth.

“Each winner proves how the pipeline can be improved in a more respectful way, showing how the Italian supply chain is more resilient and flexible,” said Capasa.

One designer will be revealed as the winner of the Franca Sozzani GCC Award for Best Emerging Designer on stage at La Scala and will be given the opportunity to present at Milan Fashion Week in February 2019, supported by the Camera della Moda. The five finalists are Behno; Davide Grillo; Gilberto Calzolari; Teatum Jones, and Wrad. The winner will receive a mentorship program with The Bicester Village Shopping Collection by Value Retail, “benefiting from the group’s global expertise across categories from retail and brand building to distribution and marketing. These are powerful tools and the designers’ commitment and energy will make them unstoppable,” said Desirée Bollier, president of Value Retail Management.

Tiziano Guardini won last year’s competition.

The judges include the likes of Christopher Bevans and Carmen Busquets to Ellie Goulding and Sara Sozzani Maino, Natalie Kingham and Kelly Wong to name a few, as well as Capasa and Livia Firth.

“Someone called these the Oscars of sustainable fashion, but I would just call them the Oscars of fashion — period,” said Firth. “Because fashion must be sustainable. There are no more excuses and these are concrete examples of the existing solutions to be sustainable. We must educate to join this important movement. The idea is to give positive examples so that people will be inspired — a lot of people are afraid to start.”

Last year the event was a glitzy affair attended by industry heavyweights as the likes of Giorgio Armani, Alessandro Michele, Pierpaolo Piccioli, Miuccia Prada and Tom Ford were recognized.

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