MILAN — The Green Carpet Fashion Awards are returning to Milan. Dubbed “the Oscars of fashion,” the second edition of the event will be held on Sept. 23, once again at the La Scala theater, at the tail end of the city’s fashion week scheduled to run Sept. 19 to 25.
Livia Firth, founder of Eco-Age, said Wednesday during the presentation of the event at La Scala that the theme chosen for the second edition is “Handprint of Fashion.”
“We often talk about the ecological footprint of the fashion products, but this does not take into account all the other facets that contribute to the creation of a really sustainable pipeline, the sense of belonging and the cultural value that enrich Italy’s pipeline, anchored to an artisanal model,” Firth said. The square outside La Scala will be transformed into the Artisans’ Garden, she added.
“The second edition of the awards means the theme of sustainability is now at the center of the fashion industry’s agenda,” said Cristina Tajani, Milan’s fashion and design councilor. “Milan has become again an international point of reference.”
“The value of handprint translates into market value,” said Carlo Capasa, president of Italy’s Camera della Moda, which supports the awards with Eco-Age, the Ministry of Economic Development, the Italian trade agency ICE and the city of Milan. Capasa emphasized the role of the Italian manufacturing pipeline and the role Italian brands have in leading the pipeline toward sustainable practices. “The communication between brands and the pipeline is strategic,” he said.
Piergiorgio Borgogelli, general director of ICE, said fashion accounted for 15 percent of exports last year — a record 12 months, with exports totaling 448 billion euros. “Fashion is particularly strategic, and we increased resources in 2018 to 47.5 million euros from 45 million euros in 2017 and 10 million euros are directly channeled onto Milan.”
ICE is investing more funds in key geographies such as the U.S.; Asia, in particular China and Japan, and Europe. Exports to China and Russia last year grew 16.5 percent and 13.7 percent, respectively, he noted. “Sustainability is a factor of identity, and Milan is ahead of the curve, we are building an identity. In luxury, 55 percent of shoppers are Millennials, and 45 percent of these are interested in sustainability,” observed Borgogelli.
More details about the awards will be revealed in Venice during the Fashion Film Festival, as they were last year.
The second Franca Sozzani GCC Emerging Designer Award will again be bestowed this year. The winner last year was Tiziano Guardini.
The CNMI Green Carpet Talent Competition is supported by The Bicester Village Shopping Collection by Value Retail, with a 12-month mentoring program. The winner will show during Milan Fashion Week in February 2019 with the support of the Camera, and Fidenza Village will offer a platform to the designs with The Creative Spot.
The jury this year includes Edward Enninful, Ellie Goulding, Derek Blasberg, Kelly Wong from Lane Crawford, Nathalie Kingham from Matchesfashion.com and Desirée Bollier, chair of Value Retail Management, as well as Sara Maino, Firth and Capasa.
The first edition of the Green Carpet Fashion Awards, Italia held at the La Scala theater in September recognized both celebrated designers — from Giorgio Armani, Tom Ford and Alessandro Michele to Pierpaolo Piccioli and Miuccia Prada — as well as up-and-coming ones, artisans and technological innovators.