Every year we see thousands of glamorous dresses hit the red carpet of film premiers and award ceremonies and very rarely do we see someone recycle a gown. Livia Firth, the wife of Colin Firth, has initiated a Green Carpet Challenge seeing actresses and actors wearing sustainable and environmentally friendly gowns and recycling gowns they’ve owned for years. Not only is Livia challenging the famous guests of the red carpet but also the designers of the gowns, to reduce their carbon footprint and create dresses that are still beautiful but also sustainable. As an initiative I’m sure most of us are for the development of sustainable fashion but in reality when it comes to recycling past outfits for big events, is it really what we want to do? Everyone loves buying something new and sparkly for that birthday celebration and special night out and wearing an old dress doesn’t have quite the same feeling.

However the fashion elite seem to be embracing the GCC with so far designers such as Giorgio Armani, Chanel, Alberta Ferretti, Tom Ford, Gucci, Yves Saint Laurent, Stella McCartney, Lanvin, Paul Smith, Valentino, Roger Vivier and Ermenegildo Zegna taking part in the challenge.

Let’s take a look at the latest stars to support the GCC;

Lily Cole seen last month at Cannes Festival recycling a gown she’s owned for years. After being asked her opinion by Livia on the GCC Cole commented  “I think it’s brilliant, what you’re trying to do. And obviously I’ve taken part. I think it’s both bold and necessary.”

Elizabeth McGovern and Livia Firth wearing Gucci gowns. Frida Giannini, the head designer at Gucci used organic silk, georgette and crepe, dyed using natural wood pigmentation to ensure these gowns were within GCC requirements and still extremely glamorous.

Cameron Diaz was seen at the Met Ball wearing a Stella McCartney gown coherent with GCC guidelines. The sparkling dress was made with organic silk, however McCartney then added thousands of glass beads and crystals. Livia commented this dress sparked a new challenge for the future in ensuring embellishments are responsibly sourced.

Julianne Moore wore this green Tom Ford dress to the HBO Premier of Game Change. Ford recycled the velvet sleeving from an old gown and ensured the rest of the gown worked to the GCC criteria.

Meryl Streep wore a gold Lanvin gown to the Oscars. The gown is made from eco certified fabric and is the first Lanvin GCC accredited gown.

Livia is forcing A-listers to consider their fashion choices and work towards a more sustainable Red Carpet look. As Livia has proved designers can make both beautiful and environmentally friendly gowns. With stars also choosing to re-wear red carpet outfits it shows us that it’s not always necessary to have a new outfit for every event and perhaps we should recycle our fashion choices more than we do to work towards a world where fashion isn’t a constant cycle of what’s hot and what’s not but rather filled with classic pieces that will outlast any style fads.