Green Cut: celebrating the very best of fashion and film thanks also to the Green Carpet Challenge materials library in partnership with C.L.A.S.S. On September 14 th, the headquarters of the British Fashion Council at Somerset House, London, was transformed to host a groundbreaking event, the launch of Green Cut. The focus of this unique initiative was to illustrate the fruits of a creative fusion of a new triad, fashion, film and the idea of respect for the environment. Green Cut is a unique initiative from The Green Carpet Challenge co-founders, Livia Firth and Lucy Siegle in collaboration with American Express. It celebrates the very best of fashion, film and sustainability. Bringing together the British Fashion Council (BFC) and the British Film Institute (BFI) for the first time, Green Cut pairs eight seminal fashion designers with eight iconic British films to raise awareness of a sustainable approach to fashion design. The designers involved in this project were Tom Ford, Stella McCartney, Antonio Berardi, Jonathan Saunders, Marios Schwab, Roksanda Ilincic, Alice Temperley and Stephen Jones they faithfully adhered to the Green Carpet Challenge criteria and selected many rich and extraordinary eco-fabrics and yarns from the material library, selected and managed by Giusy Bettoni, the GCC fabric library director. The results were jaw droppingly brilliant, proving without doubt that ethics and glamour can not only coexist, but enhance each other giving life to: sophisticated looks, on-trend colours, luxurious fabrics.everything helped to de-bunk the myths surrounding sustainable fashion! Materials used included: organic silk, Newlife (the exclusive material derived from 100% post-consumer plastic bottles obtained thanks to a supply chain completely made in Italy) and organic lace!
Each designer created a bespoke piece that offers a contemporary take on a classic film. All designers have followed sustainable criteria developed by The Green Carpet Challenge, Livia Firth's initiative to embed and raise the profile of sustainable principles in fashion design. The final pieces prove beyond doubt that ethics and glamour can co-exist. They will be unveiled on the eve of London Fashion Week (LFW) at Somerset House and will then form part of The Exhibition at LFW. It is the first time so many high profile designers have collaborated on a project of this nature creating a unique collection. Celebrated fashion writer Sarah Mower lent her expertise, pairing each designer with an iconic British film. Green Cut designer and film pairings: Evergreen, Directed by Victor Saville (1934) - Re-interpreted by Antonio Berardi Darling, Directed by John Schlesinger (1965) - Re-interpreted by Tom Ford (fabrics used: Italian made wool silk blend Mikado, Hand embroidered beading done by their GCC verified beading workroom in India using traditional techniques) Its Love Again, Directed by Victor Saville (1936) - Re-interpreted by Roksanda Ilincic (fabric used: organic silk) My Fair Lady, Directed by George Cukor (1964) - Hat creation re-interpreted by Stephen Jones Accident, Directed by Harold Pinter, (1967) - Re-interpreted by Stella McCartney (fabrics used: organic silk, organic cotton embroidery) The Red Shoes, Directed by Michael Powell and Emeric Pressburger, (1948) - Re-interpreted by Jonathan Saunders (fabric used: organic silk) Things to Come, Directed by William Cameron Menzies, (1936) - Re-interpreted by Marios Schwab Velvet Goldmine, Directed by Todd Haynes, (1998) - Re-interpreted by Alice Temperley (fabrics used: organic silk, organic cotton lace)
Green Cut is the first initiative able to bring together such an important and numerous group of top-level designers. The result of this liaison is a collection to be presented during London fashion Week and shown to the public at Somerset House. The project then leads up to a preview of the Green Cut video during the British Film Festival, and a celebratory party on October 19 th. The project culminates in a showcase of the collection exclusively in Harrods 22 nd October-5 th November. C.L.A.S.S. press office press@classecohub.org +390276018402
Notes to editors: The Green Carpet Challenge is a dynamic project founded by Livia Firth and British journalist Lucy Siegle which pairs glamour and ethics to raise the profile of sustainable style at the world s most high profile red carpet events. In December 2009, when Livia s husband Colin Firth received a Golden Globe nomination for Tom Ford s A Single Man, Livia Firth elected to attend all red carpet events, including the Oscars, dressed solely in sustainable fashion. Her aim has been to raise the profile of ecological and social justice in the fashion industry. In January 2012 Livia Firth announced that the Green Carpet Challenge (GCC) 2012 will feature the world s leading fashion designers. At the 2012 BAFTA Awards, BAFTA Leading Actress nominee Viola Davis (The Help) wore Valentino s first ever custom made eco gown made specifically for the great couture house for GCC. BAFTA Leading Actor nominee Michael Fassbender (Shame) and Oscar winner Colin Firth also made GCC history, wearing the first sustainable menswear pieces, tuxedos made by Armani from organic wool with accents in recycled PET (formerly plastic bottles). The extraordinary roll call of design luminaries participating includes Giorgio Armani, Tory Burch, Chanel, Dolce & Gabbana, Alberta Ferretti, Tom Ford, Gucci, Carolina Herrera, Michael Kors, Yves Saint Laurent, Stella McCartney, Lanvin, Paul Smith, Valentino, Roger Vivier and Ermenegildo Zegna. GCC and Giusy Bettoni from C.L.A.S.S. have joined forces and created the first Green Carpet Challenge Fabric Library to work with the GCC fashion designers worldwide. Each design house works with the GCC team to a set of sustainable fashion criteria. For further information on criteria please contact Melody Monfreda melody@eco-age.com The GCC is sponsored by American Express. The GCC supports Oxfam and Fashion 4 Development. When using Twitter to report on The Green Carpet Challenge please use #GCC2012 C.L.A.S.S. (Creativity Lifestyle and Sustainable Synergy) is an International eco-platform founded in 2007 that supports and promotes environmentally sensible products for fashion, home and design through a wide range of ecotextiles, yarns, processes and services. C.L.A.S.S.' global network of showrooms feature a comprehensive materials library - available for businesses, designers and buyers as well as highlights from ranges of finished high-quality and stylish fashion garments and accessories, products for the home, and eco-relevant lifestyle products. C.L.A.S.S. is also a complete communication, marketing and product development consulting service centered around a new approach to textiles that includes design, innovation and responsibility. Product categories available at C.L.A.S.S. showrooms include: Naturals & Organics, textiles made from wool, silk cashmere, cotton, linen, hemp, vegetable tanned and dyed leather. Repurposed & Recycled, fabrics made from recycled polyester (eg. Newlife ), recycled polyamide, cashmere, cotton, denim and wool (eg. Cardato Regenerated) created to reduce your carbon footprint. Innovative Renewables, new biopolymers (e.g. Ingeo ), paper, milk protein, soy, seaweed, regenerated cellulosic s (e.g. Tencel ),wood pulp fibre (e.g. Lenpur ), bamboo, Modal/Micromodal and crab s carapace fibre (e.g. Crabyon ). These textiles are designed to reduce dependency on oil and promote more sustainable renewable resources. In march 2012 C.L.A.S.S. has joined forces with The Green Carpet Challenge (GCC) by Livia Firth to create the first Green Carpet Challenge Fabric Library. The Green Carpet Challenge is a dynamic project founded by Livia Firth and British journalist Lucy Siegle which pairs glamour and ethics to raise the profile of sustainable style at the world s most high profile red carpet events. C.L.A.S.S. is a project by GB Network American Express Company is a diversified worldwide travel, financial and network services company founded in 1850. It is a leader in charge and credit cards, Travellers Cheques, travel and insurance products.
The British Film Institute is working with the UK film industry in a real commitment to sustainability, from responsible green film production and the recycling of film sets, to state-of-the art, low-energy storage of the national film collections - archiving and preserving our nation's great film heritage and film culture is sustainability in action. We even have an industry Standard in the UK specifically for sustainability in film which no other country in the world has. The British Fashion Council (BFC) was set up in 1983 to promote British fashion internationally and co-ordinate this promotion through fashion weeks, exhibitions and showcasing events. The BFC now supports designers beginning at college level and extending to talent identification, business support and showcasing schemes to help British designer businesses develop their profiles and business globally and promote British fashion and its influential role in Creative Britain and Creative London. The BFC Colleges Council offers support to students through its MA Scholarship, links with industry through Design Competitions and Graduate Preview Day. Talent identification and business support schemes include the BFC/Elle Talent Launch Pad; BFC Fash/On Film sponsored by River Island; BFC Rock Vault sponsored by International Palladium Board; BFC/Vogue Designer Fashion Fund; Estethica; Fashion Forward sponsored by ebay and the Mayor of London; NEWGEN sponsored by Topshop and NEWGEN MEN sponsored by Topman. Showcasing initiatives include London Fashion Week, LONDON show ROOMS, the BFC/Bazaar Fashion Arts Foundation, International Fashion Showcase and the annual celebration of excellence in the fashion industry: the British Fashion Awards.