Livia Firth & Armani.
09.02.12
5Fashion
Lovely Livia, Amazing Armani and a Great Green Carpet Challenge.
Finally it is upon us – awards season, and after months and months of planning we finally get to see the results of Livia Firth’s hard work in the Green Carpet Challenge. And what a result it was. ARMANI – Armani everyone! The validation that the challenge got from working with one of the heaviest hitters in fashion today was astounding and for them to create their first ever eco gown was a resounding triumph – and - it is the first of many to come! As Livia trod the red carpet, we watched agog; the dress was stupendous. Not a hint of hemp insight! And with that we made our point – aesthetics are not compromised, but a conversation is created!
In keeping with a classic Italian aesthetic, very reminiscent of Sophia Loren, Livia’s strapless dress with the structured bodice gave a powerful and sleek silhouette, letting the eye fall to the incredible folds in the fishtail skirt. A swirling floral pattern peeked out from between swathes of sumptuous black silk creating a strong eastern emphasis with hints of a hidden beauty and flashes of excitement as Livia walked the red carpet.
TO SEE BEHIND THE SCENES PHOTOGRAPHS OF THE ARMANI FITTING, CLICK HERE
Intricate and glamorous, yet somehow equally chic and understated, the collaboration with Armani has been a roaring success.
‘Livia’s enthusiasm and dedication to this cause have been very inspiring for me. Awareness for the environment is a topic that’s very important for us all: we cannot avoid it’.
Roberta Armani, Giorgio’s niece and right-hand woman and tipped to be the head of the new generation at the fashion house added,
‘I have met Livia and she is very impressive. She is Italian-born, so it is easy for me to connect with her, and I find her commitment to the cause of eco-awareness through her initiative, the Green Carpet Challenge really exciting. I wascaptivated by her contagious energy and by her enthusiasm in making such an important message her own and transmitting it to the world. It was very innovative of her to realize that a project like this could capture the imagination and generate great publicity’.
And this feeling is reciprocated by the star of the night who found working with Armani to be a dream come true ‘Being Italian, I grew up with Giorgio Armani (figuratively speaking). Indeed during my youth there were only two names that symbolized 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’."
Now in its' third year, the Green Carpet Challenge is hitting the big time, with fantastic fashion houses lined up to take part CLICK HERE TO READ THE FULL PRESS RELEASE. Armani has set the bar very high for the canon of high profile designers who are also stepping up to the plate - names include Tom Ford, Paul Smith, Gucci, and Alberta Ferretti. “I'm extremely thrilled that Livia wanted to involve me in such an ambitious project. Creating feminine, glamorous, yet eco-friendly clothes is a challenge that stimulates my creativity. I believe that fashion is a strong way of communication that can support such an actual and contemporary cause,”
All hail the new fashion revolution! And thank you Armani! You have truly done us proud!
Watch this space as all week we'll be bringing you highlights from the Green Carpet Challenges first event!
Colin and Livia Firth, photograph by Jason Olive.
FOR ALL THE DETAILS ON THE DRESS AND HOW IT FARED ON THE NIGHT, CLICK HERE
TO SEE OUR GALLERY OF CLASSIC HOLLYWOOD GOWNS, CLICK HERE
TO SEE ALL THE DRESSES FROM THE GCC 2011, CLICK HERE
