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Green Carpet Challenge


The Green Carpet Challenge (GCC®) is a fast moving, dynamic project working on a number of levels to unlock the potential of Sustainable Style.

Since its creation in 2009, the GCC has blazed a trail for a new type of fashion industry.

Working with A-list designers and pioneering sustainability in brands, the GCC has catapulted Sustainable Style into the spotlight at the world’s most high profile events. From the Golden Globes and Academy Awards to the Met Ball and Cannes Film Festival, the GCC has collaborated with all the iconic design houses in the world winning widespread critical acclaim and international media attention.

In September 2012, the GCC created The Green Cut – a unique exhibition pairing eight seminal fashion designers with eight iconic films to create a collection of striking gowns. The exhibition, which saw the British Fashion Council (BFC) and the British Film Institute (BFI) worked together for the first time, opened London Fashion Week and was celebrated at the London Film Festival, before being shown in Harrods. Read more here.

In March 2013, the GCC created the GCC Brand Mark and launched with Gucci a new frontier for sustainable style: the world’s first zero deforestation certified handbag collection from Amazon leather. Read more here.

Most recently, with Chopard – one of the world’s largest privately owned luxury jewellery and accessory companies – we launched its journey to sustainable luxury by forging a philanthropic relationship with South America’s most influential mining NGO: the Alliance for Responsible Mining (ARM). The culmination of the first stage of our journey saw Chopard create a ‘Green Carpet Collection’ of high jewellery launched in May at the Cannes Film Festival, worn by French Actress Marion Cotillard. In September 2013 at the Venice Film Festival, Chopard and the Green Carpet Challenge launched the second step on The Journey – a stunning Fairmined and responsibly sourced gold and diamond necklace. In 2014, Cate Blanchett wore a pair of Chopard Green Carpet Collection earrings to the Golden Globes, where she won Best Actress. In 2014, Chopard created the world’s first Fairmined watch, the L.U.C Tourbillon QF. At the 2014 Cannes Film Festival, the Palme d’Or will be made from Fairmined goldRead more here. 

In September 2013, Eco-Age partnered with NET-A-PORTER.COM, the world’s premier online retailer to create an exclusive capsule collection featuring five British designers. Christopher Bailey, Victoria Beckham, Christopher Kane, Erdem, Roland Mouret have all embraced sustainable style by designing two pieces each, in accordance with the GCC ethical benchmarking. The collection will be available online from September 17, 2013 and 20% of proceeds will be donated to (RED) ™ which finances Global Fund grants in Africa, with a focus on eliminating mother-to-child transmission of HIV. Read more here.

In May 2014, Eco-Age awarded the GCC Brandmark to the Narciso Rodriguez (heart) Bottletop Collection. The Collection uses Amazon friendly leather and recycled ring pulls, and made in ateliers in Salvia de Bahia in Brazil. Bottletop have pledged to use this leather across all of their collections made in Brazil.

Because of her work with the GCC, Livia Firth was awarded in November 2012 a UN Leader of Change Award, and in May 2014 the Rainforest Alliance awarded Livia and Eco-Age with a Sustainable Standard Setter Award.


The Green Carpet Challenge (GCC) team are expert in sustainable supply chain innovation and fabric technology.

Working synergistically with the Eco-Age Consultancy, the GCC implements the same robust methodologies and metrics, tailoring its services to meet our client’s individual needs.

The GCC works directly with brands to develop their supply chain, traceability and sustainable credentials, across the board or with specific product focus.

In addition the GCC collaborates with the world’s top designers and fashion houses on high profile, event based projects. The GCC team also drive and champion an impressive sustainability agenda throughout the Fashion and Accessories sectors.

Each year we orchestrate a number of top-level roundtable summits attended by key fashion, industry players and the world’s leading experts and organisations, dedicated to raising the profile and highlighting the issues of sustainability within the fashion industry.


GCC Projects


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Livia and Colin Firth at the premier of The Railway Man. Photo: David J Hogan/Getty
Colin Firth for Sustainability talk_BFI_Bryn Reade



Telephone +44 (0)20 8995 7611
Eco–Age Gemini House 334-336 King Street London W6 0RR


Telephone +44 (0)20 8995 7611



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