Green Fashion goes big time

We love Livia Firth. She has made the fashion industry sit up and take notice of green issues. By adorning herself in the most stunning eco, sustainable and ethical fashion and fairtrade accessories on the red carpet she has shown that it is worth it's place there. And now the big names are getting involved - starting at last night's Golden Globes where Livia wore Armarni:

(Image: Ecouterre)

You may be thinking 'surely anyone wearing a vintage Armarni can call it eco'...but this isn't vintage. It is brand new...well not brand new - recycled. Yep, you heard right. An Armarni dress made from recycled plastic bottles! Wow!

Livia has been blogging about her Green Carpet Challenge on Vogue.com. she says 'Being Italian, I grew up with Giorgio Armani (figuratively speaking). Indeed during my youth there were only two names that symbolised Italian elegance in fashion: Armani and Valentino. To open the GCC 2012 with a stunning bespoke eco gown by Giorgio Armani - well, that is unreal.'

Read her amusing tale about the bespoke design process on Vogue.com.

Livia promises more big names and top design statements in 2012, including Chanel, Gucci, YSL, Tom ford and Stella McCartney. The Green Carpet Challenge has come on in leaps and bounds since it started with a worn-again wedding dress at the Golden Globes in 2010. Since then she has worn ready-to-wear gowns from sustainable designers, bespoke designs from innovative eco fabrics, and my favourite - the amazing creation of upcycled vintage fabrics from the 1930's making the stunning Oscars 2012 outfit completed with the first ever Fairtrade and Fairmined gold marked jewellery, made by CRED Jewellery.