By  on September 20, 2017

MILAN — “Let’s give it up for Italy, we are so good,” exclaimed Livia Firth in her contagious manner, soliciting a round of applause at the La Scala theater on Wednesday. Firth, founder and creative director of Eco-Age, presented an update on the Green Carpet Fashion Awards, Italia, to be held at the iconic theater on Sept. 24. “No other government has ever put resources into sustainability, there is no other Camera [Nazionale della Moda or a fashion association] that has a table on sustainability, and nobody has a city, working together with the Camera and the government on this issue.” With the awards, Firth said the goal is to support the whole Made in Italy production pipeline as much as the brands. “These manufacturing companies have never been celebrated,” said Firth, showing a number of short films directed by Michele Bevilacqua that show, with a touch of humor, what is behind Italian production at companies from Valentino and Ermenegildo Zegna to Isko. Firth said the event “will have the same format as the Oscars, with presenters and celebrities expected to hand out 11 prizes.”

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