Entering a new year means something different to everyone. For Vogue Arabia, it is a time of reflection on the years past, but, more importantly, it is also about looking toward a brighter future where fashion is more ethical and its consumption more sustainable. In order to do just that the magazine has enlisted the help of ethical fashion campaigner, and founder of Eco-Age, Livia Firth, who joins Vogue Arabia as the Sustainability Editor-at-Large.
The announcement forms part of Vogue Values, a larger commitment thought out by the editors of the 26 Vogue editions, standing for the values of diversity, responsibility, and respect for individuals, communities, and our natural environment.
“I look forward to contributing to Vogue Arabia’s sustainability agenda,” shares Livia Firth. “I have always been a huge fan of Vogue worldwide, and I admire Manuel Arnaut’s commitment to deepen the conversation around issues which matter. After campaigning for so many years in the West, for us at Eco-Age it is also a wonderful opportunity to explore new territories – meet a new audience and learn from them.”
Discussing the current state of the fashion industry, she adds optimistically, “I can see a change. There is a fast-fashion fatigue, and a desire to learn the stories behind what we wear.”
For her first-ever column in the January issue, the eco-activist sits down with celebrated fashion designer, friend, and fellow activist Tom Ford to discuss the fast-fashion crisis, 10 years of the Green Carpet Challenge, and changing perceptions.
“I’ve known Tom Ford since he worked with my husband Colin on A Single Man, and we’ve been friends ever since,” explains Firth. “I can say, without any doubt, my fashion education started with Tom. Without him, and A Single Man, I would never have started the Green Carpet Challenge. The rest is history.”
Overjoyed by the new appointment to his team, Vogue Arabia Editor-in-Chief, Manuel Arnaut, remarks, “I am so excited to work with Livia Firth, whose work I have been following for so long. This new mandate means that we will try as much as we can to honor the values we are espousing. While editorially we will dive into the aforementioned themes, we are also working on changing how things work in our lives, trying to avoid the use of plastic in the office, and adding other small gestures that make all the difference in the end. It is a learning curve for everyone.”
Undoubtedly, sustainability is more than just a buzzword for Firth who not only lives the term but, as the founder of Eco-Age, also shines a light on environmental issues within the fashion industry. Founded in 2009, Eco-Age is a consultancy firm that provides tailored sustainability solutions for brands and luxury labels including Erdem, Gucci, Chopard, Stella McCartney, as well as e-tailers Matchesfashion.com and Net-A-Porter.
Firth is also renowned for being the mastermind behind the Green Carpet Challenge (GCC), getting sustainable and ethical brands on the red carpet. With the aim of amplifying the message on sustainability, Firth launched the GCC in 2010 at the Golden Globe Awards, encouraging A-listers to set an example and put more eco-friendly brands in the spotlight. Since its launch, the GCC has seen a multitude of designers including Vivienne Westwood, Gianni Versace, Tom Ford, Giorgio Armani and celebrities such as Olivia Colman, Nicole Kidman, Cate Blanchett, and Meryl Streep unite to champion the cause.
As Sustainability Editor-at-Large, Firth will contribute every month to Vogue Arabia with a column sharing her knowledge, and raising awareness, on all things eco-friendly. Stayed tuned…