How is it possible to reconcile two worlds seemingly so far: luxury and sustainable development? Is there any possibility for a “green “future for luxury? This theme is the subject of an important discussion over the last few years…and the emerging evolution deserves special attention.  Last September, the Camera Nazionale della Moda Italiana (CNMI) in collaboration with Eco-Age, with the support of the Ministry of Economic Development (MISE), the Italian Trade Agency (ITA) and the patronage of the municipality of Milan, has unveiled the first edition of the Green Carpet Fashion Awards. It is the first award that celebrates the Made in Italy, one of the key actors on a global scale. The uniqueness of the Green Carpet Fashion Awards consists of the award’s subject: the sustainability at the heart of Fashion.

The event took place on September 24, during the Milan Women’s Fashion Week, at the iconic Teatro alla Scala, Milan: for the very first time, this ceremony brought together Italy’s greatest designers, luxury design houses and emerging designers, the craftsmanship and the most innovative companies on “sustainable luxury”. The award winners received a show stopping award in certified Fairmined gold produced by Chopard, the event partner.

The Eco-Age company co-organiser of the award, founded by the English designer Livia Firth, is a communication and marketing consultancy focused on the sustainability and on how the fashion industry impacts on the environment. During the ten years of its existence, the company is proud to include, among its most renowned clients: Chopard, Sergio Rossi, Stella McCartney, Gucci and the Kering group.

Kering is one of the luxury pure players the most committed in the areas of social and environmental responsibility, first of all through its brands, especially Stella McCartney, which made sustainable development its hallmark, but also through its actions, such as banishing any animal fur from the Gucci collections starting from 2018 or publishing an Environmental Profit & Loss account (EP&L).

The commitment of luxury houses to sustainability is witnessed by the increasing use of raw materials transformed through recycling: for example, actress Emma Watson managed to draw the attention of all the international press last year during the promotional tour of the movie Beauty and the Beast “The Press Tour” for her choice to wear only “eco-friendly” pieces like the recycled dress from Louis Vuitton made in polyester from used plastic bottles.

Luxury 100% green: feasible project or utopia?

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