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Eco-Age Launches “Green Carpet Challenge Style Handbook” Ahead of Annual Green Carpet Fashion Awards

The GCC Highlights Sustainable Style Throughout Awards Season

Eco-Age, a leading sustainability expert and trusted voice in driving positive, sustainable change to key audiences, revealed today the “Green Carpet Challenge Style Handbook” ahead of its annual Green Carpet Challenge (GCC). The GCC encourages sustainable style throughout awards season by challenging stylists and talent to use their platforms to drive change. The GCC Style Handbook, which launched today, is the ultimate dressing guide for contemporary sustainable looks fit for the red carpet.

The GCC will culminate with the star-studded Green Carpet Fashion Awards, taking place in March 2023 in Los Angeles.

Created by Livia Firth in 2010, the GCC has been credited with changing the face of awards-dressing, sustainable style and the wider fashion industry. Over the last twelve years, it has served as the launching pad for some of the most important concepts and talents in the sustainable fashion arena. The initiative disrupted the traditional fashion world by bringing sustainable style concepts - such as upcycling and regenerative materials – to the forefront of the biggest global fashion showcases, such as the Oscars and the Met Gala.

“I’m so excited to publish the GCC Style Handbook,” said Livia Firth, Founder of the GCC. The guide distils the learnings, methods and inspiration that we have gathered over years of working with design superstars committed to making fashion fit for the future on a healthy planet with full respect for everyone in the supply chain. In an age where sustainability in fashion is often misunderstood as more units of production with a green gloss, this is about democratising a vision – that beautiful fashion comes with deep green principles. We look forward to celebrating changemakers that embrace the GCC ideals this Awards season.”

The red carpet is one of the biggest storytelling platforms there is, and an opportunity to change conversations," added Harriet Vocking, Chief Strategy Officer of Eco-Age. "Wearing a sustainable garment (at award ceremonies) has become a way to lead by example, but also challenge the current fashion system."

Leveraging Eco-Age’s longstanding materials expertise, the GCC Style Handbook has been divided into four key stylepillars: Bespoke, Artisanal, Vintage and Re-wear. The guide highlights slow fashion – the regenerative, the reclaimed, and the recycled, and champions use of existing materials and craftsmanship throughout.

Born after Firth wore an upcycled dress to the 2010 Golden Globes, catapulting sustainability onto the global red carpet for the first time, the GCC aims to change the misconception that in order to be “red-carpet-ready,” something new must be created. To date, the GCC has been embraced by some of the biggest names in Hollywood, including Meryl Streep, Julianne Moore, Lupita Nyong’o, Cate Blanchett, Viola Davis, Emma Watson, Thandiwe Newton, Olivia Colman and many more.

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